The rheological properties, gloss, hiding power and water absorption of some model latex paints were analysed in terms of the adsorption of surfactants, dispersing agent and thickener onto the latex and pigment particles. Special attention was paid to the order of addition of poly(acrylic acid) and ethyl(hydroxyethyl)cellulose, because this has an effect on the adsorption of the polymers onto the TiO2 pigment. The order of addition also affects the rheological properties of the mill base dispersion and the gloss of the paint. The gloss was also affected by the surfactant used to stabilise the latex. Higher gloss was obtained using a nonionic surfactant than with an anionic surfactant.