The influence of mono- and multiple substituent effect on the reduction potential (E ) of 1,3,6-triphenyl fulvenes is investigated using B3LYP-SMD/6-311+G(d,p) level density functional theory. The molecular electrostatic potential (MESP) minimum at the fulvene π-system (V ) and the change in MESP at any of the fulvene carbon atoms (ΔV ) for both neutral and reduced forms are used as excellent measures of substituent effect from the para and meta positions of the 1,3 and 6-phenyl moieties. Substitution at 6-phenyl para position has led to significant change in E than any other positions. By applying the additivity rule of substituent effects, an equation in ΔV is derived to predict E for multiply substituted fulvenes. Further, E is predicted for a set of 2000 hexa-substituted fulvene derivatives where the substituents and their positions in the system are chosen in a random way. The calculated E agreed very well with the experimental E reported by Godman et al. Predicting E solely by substituent effect offers a simple and powerful way to select suitable combinations of substituents on fulvene system for light harvesting applications. © 2018 Wiley Periodicals, Inc.