The finish obtainable on coated paper depends on the materials used as well as the way in which it is calendered. The rheological properties of the coated mixtures revealed the difference between them. When the apparent viscosity, eta, was calculated and plotted against the shear rate, gamma, on a log-log graph, an approximate linear relations were obtained. On the other hand, a plot is drawn between the sheer rate and shear stress, in which a hysteresis loop is obtained connecting the up and down curves. It is clear from these plotting, that the rheological properties for the prepared coating mixtures show time-dependent behavior, because they are share rate dependence, and they can form sol-gel character. Moreover, the pigments used in the coating mixture were usually chosen because of their different impacts on coating color properties and also on the properties of the coating layer. Therefore, one can use the coating mixture to have higher optical properties and to improve the permeability of the sheets.