The shorter the focal length, the larger the projected image size.
It works the same way with projectors of any type.
One tends to use a focal length that is approximately equal to the diagonal of the negative, but there are so called "wide angle" enlarger lenses that have shorter focal lengths (with the accompanying greater enlargement) but still cover negatives with a larger diagonal.
I would add that the projected size is related to the magnification factor. The restrictions of bellows length, focal length and coverage of the lens and maximum distance available from lens to enlarging paper all have to be taken in to account. A horizontal enlarger eliminates the restrictions you have with a vertical enlarger.