The current is to the left and B field into the page , using FLH rule the force is downwards. The charge carrier is negative so the lower surface will house the negative carrier hence negative potential and E field is downwards. If the charge carrier is positive the lower surface will house the positive carrier and hence positive potential and E field is upwards. Whether the charge carrier is positive or negative the two forces acting on it is Fe(up) and Fb(down) are equal and opposite at equilibrium. At this equilibrium state, the p.d is called hall voltage.