  Materials that can be deformed by thermal stresses at room temperature are
called soft materials. Colloidal suspensions comprising solid particles evenly
distributed in a fluid phase (smoke, fog, ink and milk, for example),
emulsions(mayonnaise, lotions and creams), pastes (tomato ketchup, toothpaste),
granular media (a bag of rice or sand), and polymer gels (polysaccharide gels)
can be categorized as soft materials and are ubiquitous both at home and in
industrial setups. Soft materials exhibit rich flow and deformation behaviors
characterized by intriguing properties such as shear-thinning or thixotropy,
shear-thickening or dilatancy, non-zero normal and yield stresses, etc. This
article explains some of the mysterious flow properties of soft materials.
