In this work, we discuss the role of interactions in coating colours o
n the low rate and linear viscoelastic behaviour (viscosity, viscoelas
ticity and yield stress). show the different physical contributions to
these values. A simple model is proposed to describe the steady-state
viscosity of coating colours, accounting for yield stress and structu
re. During the coating process, a coating colour experiences a wide ra
nge of deformation rates, the largest in the nip of a roll or under a
blade. However, at high deformation rates, the contact times are very
short and, in these conditions, the total deformation remains very sma
ll. For simulating such conditions, we have measured the transient pro
perties in stress growth experiments and have used an orifice rheomete
r that allows us to obtain very high deformation rates at small deform
ation in a flow that is mostly elongational. We present different tran
sient rheological tests at low and high deformation rates.