Normal, Word Swap, what do they mean?

This setting indicates the direction that the bytes are arranged in the CAN message.

Normal is also known as Motorola, this is Big Endian formatted.  In this format, the Most Significant Byte of the CAN Message is written first.

Word Swap is Intel and uses the Little Endian format.  The Least Significant Byte is written first, along with reversing the start bit order of the message, this means that the CAN Message starts at bit 56 rather than bit 0.

A CAN message with signals arranged as shown.

Will be transmitted in the following manner, depending on the Endian type chosen.

When the format is Big Endian, the Start Bit is defined as per the following table.

When the format is Little Endian, the CAN Message output is flipped.

A more in depth look at Endianness can be found here.