Embossing, or debossing for the opposite effect (but it uses the same technique). The process of raising a pattern against the background (while debossing sinks the pattern). This technique creates relief in your printed work and gives it a third dimension.

Embossing can be blind or applied to already printed work to raise or sink the printed image out or into the card or paper. Embossing uses a male and female engraved die.
Debossing does not use a female die and is a similar process to foiling, but without the foil.