We present results of our ongoing study on the rheology of coating col
ors. For this study, we chose simple coating colors made up of kaolin
acid latex and report results on the transient viscosity at low shear
rate and small-amplitude oscillatory data obtained using a controlled-
strain rheometer. The rheological properties are compared with runnabi
lity results on a Cylindrical Laboratory Coater. We report a surprisin
gly good correlation between low-deformation transient rheological mea
surements and runnability. Although very large deformation rates (appr
oximate to 10(6) s(-1)) are encountered in the coating process, the co
ntact time for the flow under the blade is extremely small (approximat
e to 10(-5) s). Thus, low-deformation rheological characterization is
believed to be significant in relation to coating.