Low-loss photonic crystal (PC) mirrors exhibit positive and negative Goos-Hänchen shift (GHS) due to the strong angular and wavelength dependencies of their reflected phase. This Letter demonstrates the existence of large positive and negative GHS in PC mirrors through theoretical, numerical, and experimental approaches. A simple algebraic relation shows that positive effective thickness yields positive (negative) GHS for resonances that blue (red) shift with angle, while the opposite is true for interfaces with negative effective thickness. Spatiotemporal coupled-mode theory demonstrates the above relation for simple systems with one or two resonance modes, and it also shows the existence of both positive and negative GHS. These effects are numerically and experimentally verified in complex PCs with several resonance modes.