Recent studies on the correlation of the viscoelastic properties of pressure-sensitive adhesives (PSAs) with adhesion performance (peel, tack and shear) are used to demonstrate the role of viscoelastic properties in PSA design. By separating PSA adhesion into bonding and debonding steps, very good correlations ofadhesion performance are obtained with the dynamic storage modulus, G', and the dynamic loss modulus, G, measured at the bonding and debonding frequencies, respectively. The relationship between such viscoelastic properties and PSA performance is further demonstrated by using a four-quadrant viscoelastic window concept to characterize and help development of different types of PSAs.