Yes the pic is upside down
Yes, each cable is made so that it fits into only it's respective peripheral. Just make sure that you use the right cable and don't apply too much force on either ends.
Also depending on the make and accessories that come with the PSU, I'd advise you to read through the manual that came along to be on the safe side.
They will direct you to doing it right. And also save you a lot of trouble with messing up the hardware.