Pareidolia is the tendency to recognise faces all around us. The phenomenon seems harmless and insignificant, but where does it come from? Science considers facial recognition as being a cognitive bias. Therefore, we tend to emphasise our observations, interpretations, and information received as biased and incorrect. According to the researchers, pareidolia “violates the processes of normative reasoning, i.e., contrary to a consistent and valid way of thinking.”
Although facial recognition is relatively harmless, pareidolia is also associated with conformity (an act of matching attitudes, beliefs, and behaviours to group norms, politics or being like-minded). Moreover, it can be linked with confabulation (memory error defined as the production of fabricated, distorted, or misinterpreted memories), confusion of information sources (uncertainty about the origin of the information), and confirmation bias (tendency to search for, interpret, favour, and recall information that confirms or support one’s prior personal beliefs or values). Unfortunately, science has not found a proper explanation for the phenomenon.