Pareidolia

Seeing a human face in a cloud is an example of pareidolia.

Pareidolia is a type of apophenia.

This last is called by Dr. Kahlbaum, changing hallucination, partial hallucination, perception of secondary images, or pareidolia.

Pareidolia underlies several forms of divination.

Pareidolias aren't solely limited to images. When I was a youngster, I remember listening to The Beatles' song "Strawberry Fields" over and over to hear what seemed to be "I buried Paul."

Pareidolia is a state of mind where a vague or unclear image is perceived to be something recognizable, regardless of whether it's something you expect to see. The most famous example of pareidolia is the familiar face of the Man in the Moon.