What is the difference between a "counterflow" and a "cross flow" cooling tower?

The crossflow or counterflow designation characterizes the orientation of the airflow within the heat-transfer media (fill) in the tower with respect to the direction of water flow. In counterflow towers air travels vertically upwards through the fill and makes intimate contact with water droplets falling down through the fill media. Hence the air and water travel in opposite directions. In crossflow cooling towers the air passes through the fill media in a horizontal direction, thus crossing the downward water flow. Counterflow towers are inherently more efficient than crossflow towers.

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