For rivets, I generally put the factory head (1) on the thinner material as Ben notes... unless both materials are thick, then I put them where (2) they look best, or (3) where they are easiest to buck or squeeze, or (4) if they are likely to be difficult to set, I put the head where it will be easiest to drill out if necessary. Rule #4 trumps all other rationales. This, of course, is generally not applicable for flush rivets which almost always go a certain direction (indicated in plans) for a reason. Good luck.