High shear viscosity at several solids levels was measured for a number of pigment slurries and coating colors containing either anionic or amphoteric latex and analyzed according to Mooney and Eiler equations. Maximum packing fraction and intrinsic viscosity were obtained and compared. Eiler equation provides more credible information than Mooney equation on particle packing and intrinsic viscosity. The packing fraction obtained from Eiler equation was slightly greater than that obtained from static FCC measurement indicating the influence of pigment movement under the dynamic condition. Amphoteric latex caused 4-5% increase of maximum packing fraction of a coating color when its pH is lowered from 7 to 6, while anionic latex did not show any significant change in packing characteristics.