Silver side facing the roof. The reflective side faces side you want to repel the heat.
Funny thing, I live in South Texas and everybody, including the contractors say that for the radiant barrier OSB when you are building a roof, you put the shiny side down and if you are building a wall, the shiny side goes out. We built a barn and 2 coops with the OSB on the roofs with the shiny side down as they told us and it is impressive the difference in temperatures from outside to inside
