Oscillatory shear rheology of barrier coatings based on dispersed styrene-butadiene latex and clay of various shape factors or aspect ratio has been explored. Barrier performance of these coatings when applied to paperboard has been assessed in terms of water vapour transmission rates and the results related to shape factor, dewatering and critical strain. It has been shown that a system based on clay with high shape factor gives a lower critical strain, dewatering and water vapour transmission rate compared with clays of lower shape factor. The dissipated energy, as calculated from an amplitude sweep, indicated no attractive interaction between clay and latex implying a critical strain that appears to be solely dependent on the shape factor at a constant volume fraction. Particle size distribution was shown to have no effect on the critical strain while coatings of high elasticity exhibited high yield strains as expected. The loss modulus demonstrated strain hardening before the elastic to viscous transition. The loss modulus peak was identified by a maximum strain which was significantly lower for a coating based on clay with a high shape factor. The characteristic elastic time was found to vary between 0.6 and 1.3 s. The zero shear viscosity of barrier dispersion coatings were estimated from the characteristic elastic time and the characteristic modulus to be of the order of 25-100 Pa s. (c) 2011 Elsevier Inc. All rights reserved.