How the pi conjugation length affects the fluorescence emission efficiency is elucidated by examination of the theoretical and experimental relationship between absolute quantum yield (Phi(f)) and magnitude (Api) of the pi conjugation length in the excited singlet state, which provides a novel concept for molecular design for highly fluorescent organic compounds. As a tool to predict Phi(f) from a structural model, (nu(a) - nu(f))1/2 x a3/2 (nu(a): wavenumber of absorption maximum, nu(f): wavenumber of emission maximum, a: molecular radius) could be used instead of Api. The concept should be valuable for potential applications to (1) examination of an excited singlet state structure (for example, coplanarity of excited-state molecules) and (2) molecular design of novel materials, in which the excited singlet state plays an important role, such as highly efficient fluorophores, electroluminescent materials, photoconducting materials, and nonlinear optical materials. A remarkably intense green fluorophore (Phi(f) 0.88, log epsilon 4.72, lambda(em) 527 nm) is created based on this concept, which is of great interest in relation to a green fluorescent protein (Topaz, T203Y type, Phi(f) 0.60, log epsilon 4.98, lambda(em) 527 nm).