Rheology is defined as a science that studies the deformation and flow of matter under the influence of external forces. The desired behavior of the coating during processing, storage, application, and after application is of great importance in the coatings industry, and rheology is used as a method to study the flow behavior and deformations during the mentioned phases. The tests performed in this work were carried out on water-based coatings. There are different types of thickeners for water-based coatings, depending on the method used to thicken the coating. There are thickeners that only smother the water phase, and there are also associative thickeners that increase the viscosity of the system by interacting with other components of the coating. The aim of this work was to investigate the influence of cellulose and associative thickeners on the rheological properties of the coating. The cellulose thickeners used are thickeners based on carboxymethylcellulose, hydroxyethylcellulose, hydroxyethylmethylcellulose and hydrophobically modified hydroxyethylcellulose. The above thickeners increase the viscosity of the coating by thickening the aqueous phase, with the exception of hydrophobically modified hydroxyethyl cellulose, which also has an associative thickening mechanism. Polyurethane thickeners or hydrophobically modified ethoxylated urethanes (HEUR) and associative acrylic thickeners known as hydrophobically modified alkali swellable emulsions (HASE) were used as associative thickeners. In order to test the influence of the added thickeners on the properties of the coating, various methods were used to determine the thermal, rheological, physical, application, mechanical and surface properties of the coating, from which the influence of the addition of different thickeners on the rheological properties of the coating was determined.