Buoyancy: the driving force of natural convection
Buoyancy is what allows boats to float and hot air balloons to fly. It is the reason that the water in the ocean is separated from the air in the sky. This is due to the variation in the densities of these different fluids.
Buoyancy is pressure generated by the kinetic energy of all the fluid molecules moving around and colliding with each other and any other object within the vicinity. While this kinetic energy pushes in all directions, its largest opposing force is gravity
Buoyancy is what drives natural convection, where the pressure differential between air heated by heat sources and surrounding ambient air drives the hot air upwards and away from the heat source. The air rises up with the energy it absorbed and thus removes that energy from the area around the heat sources. Cooler ambient air then moves in and replaces the heated air that moved up. This rising and replacement of hot and cool air generates a consistent flow without the need of any active mechanisms to drive it.
One of the key points of natural convection is enabling heat transfer without the extra cost and assembly time associated with adding a fan into the product. Fans or blowers can decrease the overall reliability of the device as they are driven by motors that wear down and can break over extended use of the product.
Since buoyancy enables fluids to rise against gravity, surfaces that dissipate heat should be oriented in the same direction as the gravity vector. Typically this surface is your heat sink. The longest dimension of the heat sink surfaces should be vertical, so as the cool air contacts the bottom of the heat sink it travels upwards and continues to be heated up and increases the pressure differential.