Metaphor...?

``The key thing about idioms is that ... good ones only need to be learned once'' -- Alan Cooper

``The screen is to be like magical paper... it is the magical part that is all important'' -- Alan Kay

``Making software is like making movies because both are about how moving presentations affect the mind and feelings of the viewer.'' -- Ted Nelson

``Mental models let people derive appropriate behavior for situations that are not remembered, or never before encountered.'' -- Donald Norman