The science of flow and deformation. This is usually how experts define rheology. But more important than the definition of this particular field of physics or physical chemistry is its practical value to the coatings industry. To understand rheology is to have inside information about both the flow behaviour of a liquid and the deformation behaviour of solids. Knowledge of how to influence rheological properties and naturally of how to measure them is key to developing paints and coatings that match your customers’ needs. In this seminar you learn about the rheological properties of paints, gain an insight into the methods used to measure viscosity and learn how to create rheological requirement profiles. This will help you to formulate better paint systems in the future.