Thermodynamics studies systems at equilibrium so changing temperature moves the equilibrium from one position to another. For a given change we wish to know if the change of state will occur spontaneously or whether some amount of work is needed to make the change occur. In the gas phase this work usually called 'PV' work such as a change in volume. From the second law there must be overall entropy production so that the total change in entropy of the 'system' i.e. the reaction, plus that of the surroundings is always positive but which can be zero if the conditions are reversible. It can be shown using the First and Second Laws that the Gibbs free energy must decrease if the total entropy production is to be positive, i.e. the Gibbs free energy change must be negative for a spontaneous reaction.
When the temperature changes we can use the Van't Hoff Iscohore to predict what happens;
$$\frac{d\ln(K_p)}{dT}=\frac{\Delta H^{\text{o}}}{RT^2}$$
which when integrated (assuming that $\Delta H^{\text{o}}$ is independent of temperature over a small temp range which is often a good approximation) produces a gradient of $-\Delta H^{\text{o}}/R$ when $\ln(K)$ is plotted vs $1/T$.
(An aside. Notice that the entropy is not involved, the species involved are the same but in different proportions and there is always entropy of mixing which compensates. You can see this also from $G=H-TS$ where $\displaystyle \left( \frac{\partial G}{\partial T} \right)_p = -S$ is a constant as temperature changes.)
Thus for an exothermic reaction such as the formation of ammonia from hydrogen and nitrogen since $\Delta H<0$ the equilibrium constant $K_p$ must decrease as the temperature increases and less ammonia is in the equilibrium mixture as the temperature is increased, as is experimentally verified. The opposite is true for an endothermic reaction, i.e. dissociation of $\ce{N_2O_4}$.
If you have measured the forward and reverse rate constants, defining the equilibrium constant as the ratio of rate constants and using the Arrhenius equation produces
$$K_e= \frac{k_f}{k_b}=\frac{k_f^0}{k_b^0}e^{-(E_f-E_b)/RT}$$
where $k_f, k_b$ are the rate constants and $E_f, E_b$ the activation energies. An exothermic reaction has $E_b > E_f$ and the equilibrium constant decreases on increasing the temperature just as predicted by the thermodynamic argument.
Finally the Gibbs energy is related to the equilibrium constant as
$$\displaystyle \Delta G^{\text{o}}=-RT\ln(K_p)$$
so the sign of $\Delta G^{\text{o}}$, positive or negative, depends only on whether the equilibrium constant is less than or greater than one.