Post-functionalization of poly(p-2,5-dihexyloxy-phenyelenevinylene) (DHO-PPV) was studied using N-bromosuccinimide (NBS) and N-chlorosuccinimide (NCS) in CHCl 3 and CHCl 3 /AcOH to control the color of fluorescence emission and to enhance emission efficiency. It was found that in addition to electrophilic substitution on phenylene rings, halogen and succinimide (in CHCl 3 ) and acetate groups (in CHCl 3 /AcOH) add across the main chain vinylene groups. With low NXS/PPV reaction ratios (0.1-0.35), where X ) Br or Cl, the resulting polymers show poor solubility, a red shift of the absorption maximum, and a decrease in the solid-state fluorescence efficiency (Φ fl ), which are explained on the basis of enhanced interchain interactions. For NXS/PPV reaction ratios between 0.5 and 0.75, the solubility of polymers was significantly improved and Φ fl was enhanced by up to 150% due to exciton confinement and a reduction in chain aggregation. For NXS/PPV reaction ratios >0.75, Φ fl decreased dramatically because of an increasing loss of π-conjugation.