Lithography is the printing you see on an everyday basis—magazines, business cards, etc. This method produces a crisp flat text. There is no difference in texture between printed words and paper.

Flat Printing,Offset
Merriam-Webster Online Dictionary
lithography (noun)
the process of printing from a plane surface (as a smooth stone or metal plate) on which the image to be printed is ink-receptive and the blank area ink-repellent
the process of producing patterns on semiconductor crystals for use as integrated circuits
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