Rheology is the study of deformation and flow of matter. It governs the flow of fluids in the body like blood, lymph, and mucus. From a rheological perspective, materials are solids, liquids, or gases depending on whether their shape and volume remain constant under forces. The flow properties of materials determine how easily substances like emulsions and ointments can be processed and used. Materials can exhibit Newtonian or non-Newtonian flow based on whether their viscosity changes with applied stress. Key non-Newtonian flows include plastic, pseudoplastic, and dilatant. Factors like polymer structure, hydration, pH, and temperature affect the rheological properties of pharmaceutical products.