pareidolia

pareidolia The tendency to interpret a vague stimulus as something known to the observer, such as interpreting marks on Mars as canals, seeing shapes in clouds, or hearing hidden messages in music.
1993, Raymond Moody, with Paul Perry, Reunions: Visionary encounters with departed loved ones, page 13

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."

The most famous example of pareidolia is the familiar face of the Man in the Moon.