It has to do with which direction electrons want to go. The key equation here is W = q*V. This is from the equation from electric potential energy and the work-energy theorem. If you want electrons to move spontaneously from one point to another to do work, W must be negative. Since q is equal to -e (e = elementary charge), then V must be positive. In other words, electrons want to move from areas of low potential to areas of high potential. This V is also known as the electromotive force (electromotive = moving electrons). So V must be positive. Since we know that delta G gives the spontaneity of an equation and is negative when a reaction is spontaneous, then we can conclude that G and V must have opposite signs because spontaneity implies V positive and delta G negative.