At least in Freescale's PowerPC documentation, it's convention to number the bits left-to-right in big-endian. So the most-significant bit is bit 0, which matches up with the most-significant big-endian byte being 0. See, for a random example, page 1101 of https://www.nxp.com/docs/en/reference-manual/MPC8379ERM.pdf.
Personally I prefer the little-endian representation.