Outside the parentheses does what it says (vertical, forwards): f(x)+c shifts up, -f(x) reflects over the x-axis, c · f(x) stretches. Inside does the opposite (horizontal, backwards): f(x+c) shifts LEFT, f(cx) with c>1 compresses. Do not memorize — ask where the vertex went: the vertex of f(x+3)=(x+3)^2 is where x+3=0, i.e. x=-3.