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Thanks good tip. Unfortunately I have already built it and put the spoke in the hole indicated to the drive side with the sticker pointing to the right. Is that what it ends up being? I’m guessing it could be on the non drive side as well if the rim was fliped and sticker pointing to the left.
Aldersbrook-
The arrow points to the corresponding hub flange, i.e. if the arrow points right the spoke should connect to the right hand flange. It's a bit confusing to talk about DS and NDS when you could just as easily flip the rim over and build it the other way around, or look at the wheel from the "front" and call the DS "left". (Unless your rim has got a directional brake track or something, unlike the one in the photo)
Posting a picture of your wheel might be most helpful
frankenbike
I built up 2 sets of light bicycle wheels last week. If you have a spare spoke and nipple put it through the hole, thread the nipple on and let the spoke hang i.e. place the hole where the spoke has gone through at the top holding rim vertical. Now, gently in the direction indicated by the arrow until the spoke reaches the angle it would be if it were laced to the flange of the hub. You'll see that the nipple will sit nicely in the rim hole. Try gently pushing it in the opposite direction and it won't reach that angle so easily. They have drilled the holes in the rim to help align the nipple.
Hopefully that explains it a bit.