Matrixing:  When the brain wants (and generally will) find recognisable patterns in random images.  It's usually human faces, or humanoid figures. In trees, in food, in clouds, in tea-leaves. Even in inanimate objects we 'see' faces.  How many times have we been presented with a 'ghost photo', and urged to see something, anything in it?! Many times. Often I don't bother to leave a comment on these examples, as the owner of said photos are usually so adamant that the shadow caused by the tree IS a 'ghost' , that whatever you say you'll be shot down. However there are genuine photos out there, so it always pays to keep an open mind.

Pareidolia Quiz: Do You See Faces In These Objects? (buzzfeed.com)

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Audio Paraedoilia:  This is basically the same as matrixing but the audio version. The brain hears a sound and wants to convert it into a human voice. It's in our nature. 

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I try very hard not to fall into either of these traps, although it can be difficult, as I'm sure everyone in this field agrees.  However I take every precaution with my audio captures to ensure that the recordings I have and the EVPs I have on my records, are genuine.   It's also worth pointing out that not all captures are human, indeed, I've been lucky enough to have recorded music, animals, a coin spin, chains, and what sounds like an old fashioned typewriter clacking away! A treasure-trove of EVP examples.