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The flake shaped pigments in metallic coatings are well oriented parallel to the coating surface. Recently we have shown that in contrast to common wisdom, this parallel orientation cannot be due mainly to film shrinkage during drying of the film. In this new study, we investigate if the dominant orientation mechanism is mainly caused by paint flow immediately after application. A mathematical-rheological analysis of this problem is provided. The resulting differential equations are solved in closed form. In part II of this article, these equations will be applied to metallic coatings.
Eric Kirchner (2018) studied this question.