All fluids, except superfluids, are viscous, meaning that they exert some resistance to deformation: neighbouring parcels of fluid moving at different velocities exert viscous forces on each other. The velocity gradient is referred to as a strain rate; it has dimensions . Isaac Newton showed that for many familiar fluids such as water and air, the stress due to these viscous forces is linearly related to the strain rate. Such fluids are called Newtonian fluids. The coefficient of proportionality is called the fluid's viscosity; for Newtonian fluids, it is a fluid property that is independent of the strain rate.
Non-Newtonian fluids have a more complicated, non-linear stress-strain behaviour. The sub-discipline of rheology describes the stress-strain behaviours of such fluids, which include emulsions and slurries, some viscoelastic materials such as blood and some polymers, and sticky liquids such as latex, honey and lubricants.