Take into account that signs can be different if you consider voltages or currents.
At the load, we have the combination of incident and reflected waves following this convention:
VL = VINC + VREF
IL = IINC - IREF
ZL = VL / IL
Γ = VREF / VINC
Let's see the boundary conditions at the load in the two extreme cases:
If the load is a short circuit: V=0, so it must be VREF=-VINC, and current is maximum: IINC=-IREF , so IL=2*IINC
If the load is an open circuit: I=0, so it must be IREF=IINC, and voltage is maximum: VINC=VREF , so VL=2*VINC
You can check that these conditions agree with
Γ = VREF/VINC = (ZL-Z0)/(ZL+Z0)
We could adopt the other convention changing the sign of IREF, but the results are the same.
If in your analogy you associate voltage V with vertical displacement Y, the boundary condition at the load is Y=0, i.e. ZL=0 in the analogy and the voltage wave is inverted.