There is a real and simple answer to this. Go back to first grade. Remember the number line?
5 means five units to the right - right is the default.
5*4 means you go five units to the right four times, and end up at 20.
-5 means five units to the left. The negative sign reverses direction.
(-5)*4 means you go 5 units to the left four times, and end up at -20.
With (-5)*(-4), the first minus reverses direction from the default right and has you going left. The second minus reverses direction again, and has you going right.
5 means five units to the right - right is the default.
5*4 means you go five units to the right four times, and end up at 20.
-5 means five units to the left. The negative sign reverses direction.
(-5)*4 means you go 5 units to the left four times, and end up at -20.
With (-5)*(-4), the first minus reverses direction from the default right and has you going left. The second minus reverses direction again, and has you going right.