Primary metaphor is a term named by Joe Grady for the basic connection that exist between vague experiences such as good and concrete experiences such as up. These two concepts usually correlate in experience, and form the primary metaphor good is up. Likwise there is a correlation between seeing and knowing forming the primary metaphor seeing is knowing.

Two such primary metaphors are used when understanding an expression such as glass ceiling. Since movement upwards is hindered by an object that can't be seen, the metaphor can be used to describe discrimation against women and ethnic minorities in companies and other institutions.