This article is concerned with the experimental measurement of rheological properties of both liquids and solids and the principles on which these measurements are based. The flow properties of a liquid are defined by its resistance to flow, ie, viscosity. This concept is defined and discussed in terms of both theoretical flow models and practical consequences. Temperature, thixotropic and other time‐dependent, and concentration effects are covered for dilute polymer solutions, melts, and dispersed systems. Techniques and viscometers for capillary, rotational, and moving‐body measurements are described. The rheological properties of viscoelastic solids are made up of a combination of permanent deformation and recoverable elastic deformation. Additionally, a number of liquids show elastic as well as flow behavior. Also described are additional techniques beyond those indicated for simple solids and liquids, which are needed for complete characterization of mechanical behavior of materials in terms of elasticity and viscoelasticity. Examples of such methods are the dynamic measurement of response to sinusoidal oscillatory motion; the measurement of flow with time after application of stress, ie, creep; and the measurement of the rate and degree of recovery after removal of stress, ie, creep recovery or recoil. Special topics such as the Weissenberg effect, time–temperature superposition, and electrorheological behavior are also discussed.