The definition of pareidolia, is a psychological misperception of something vague or general, perceived to be something significant or meaningful. Basically, good examples are seeing faces in the clouds, or faces in the grain of wood. When speaking of clouds, wood grain or similar, I absolutely agree with the term pareidolia as the explanation of a common misperception.
I do feel that the term pareidolia should be used carefully though, especially when speaking of what is thought to be the unknown or unexplainable, hence the term paranormal. I think that we should be careful when we so quickly dismiss something as pareidolia. Because there are some key critical thinking aspects, as well as some facts that we already know to be true, that we could be overlooking. For instance, we know that some people have gifts, that provide aid to them concerning the spiritual world and their connection with it. Such as people that have the gift of sight, whether it be that they can see spirits or visions. My wife Carla definitely has the gift of sight, and I do as well. Her gifts are more advanced than mine are, but it is apparent that I am learning and growing. So, If we are to say that it is pareidolia. We must not overlook what is known to exist, and that is the gift of sight, and the fact that we all may not see, but we can learn. Also, would we go as far as to say, that if a photograph of the proposed unknown or unexplainable, is not easily seen. That it is not able to be seen. If we were to say that, it would deny our analysis of valuable assets that we have in this field of study, and our assets are gifts from God, of sight, sound, and everything that is good.
Furthermore, the simple fact that a photograph cannot be explained by natural causes, confirms the fact that it is thought to be "paranormal". From there, being able to explain what is happening, is what we all want to know. And brother. It is written.