OK, let's try swapping polarity (HIGH for LOW) by changing:
shiftOut(dataPin, clockPin, MSBFIRST, ~(1<<row)); // One row LOW
shiftOut(dataPin, clockPin, MSBFIRST, 1<<column); // One column HIGH
to:
shiftOut(dataPin, clockPin, MSBFIRST, 1<<row); // One row LOW
shiftOut(dataPin, clockPin, MSBFIRST, ~(1<<column)); // One column HIGH