Number of complex fluids (as slurries, drilling muds, paints and coatings,many foods, cosmetics, biofluids...) can approximately be described asconcentrated dispersions of Structural Units (SUs). Due to shear forces,SUs are assumed to be approximately spherical in shape and uniform in size under steady flow conditions, so that a complex fluid can be considered as aroughly monodisperse dispersion of roughly spherical SUs (with ashear-dependent mean radius), what allows to generalize hard sphere modelsof monodisperse suspensions to complex fluids. A rheological model of such dispersions of SUs is based on the concept of the effective volume fraction, $\rm \phi_{eff}$
which depends on flow conditions. Indeed, in competitionwith particle interactions, hydrodynamic forces can modify (i) S, thenumber fraction of particles that all SUs contain, (ii) both SUsarrangements and their internal structure, especially the SU's compactness,φ. As a structural variable, S is governed by a kinetic equation.Through the shear-dependent kinetic rates involved in the latter, thegeneral solution S depends on Γ, a dimensionless shear variable,leading to $\rm \phi_{eff}$
(t, Γ; φ). The structural modelling is achieved by introducing this expression of $\rm \phi_{eff}$
into a well-established viscosity model of hard sphere suspensions. Usingthe steady state solution of the kinetic equation, S eq(Γ),allows to model non-Newtonian behaviors of complex fluids under steadyshear conditions, as pseudo-plastic, plastic, dilatant ... ones. In thismodel, the ratio of high shear to low shear limiting viscosities appears asa key variable. Different examples of application will be discussed.