Process for coating a web using reverse applicator roll

A method of coating a surface of a web, consisting essentially of forwarding the web in contact with the surface of an applicator roll, supplying a flowable coating medium to the surface of the applicator roll in the absence of mechanical metering means cooperating with said applicator roll, and rotating the applicator roll in a direction contrary to the direction of forward movement of the web to transfer the coating medium from said applicator roll surface to said web surface wherein the dynamic viscosity of the coating medium and the peripheral velocity of the applicator roll are each selected in accordance with the relationship

• h=k.eta..sup.0.5 U.sup.0.5
• such that a layer of coating medium of equilibrium thickness not exceeding 5.0 mm is entrained on the surface of the applicator roll for transfer to the surface of the web, and the ratio of the peripheral velocity of the applicator roll to the forward speed of the web is maintained at a value not exceed 0.4:1, wherein
• h is the equilibrium thickness (mm) of the entrained coating medium on the applicator roll surface,
• k has a value of from 0.01 to 100,
• .eta. is the dynamic viscosity (Nsm.sup.-2) of the coating medium, and
• U is the peripheral velocity (ms.sup.-1) of the applicator roll.