Austrian British philosopher Ludwig Wittgenstein differentiates between “seeing” versus “seeing as” in his assessment of the ambiguous duck rabbit figure. The first perception represents object recognition. The switch in identification represents associative identification.

“If you search in a figure (i) for another figure (2), and then find it, you see (i) in a new way. Not only can you give a new kind of description of it, but noticing the second figure was a new visual experience,” explains Wittgenstein.

https://earth-and-space-news.blogspot.com.au/2016/02/ambiguous-duck-rabbit-figure-shifts.html