Ab initio DFT computations reveal that the essential structural and photophysical features of the conjugated pelectron system of retinal and carotenoids are dictated by "innocent" methyl substituents.These methyl groups shape the conformation and symmetry of the isoprenoid chromophores by causing as igmoidal distortion of the polyene skeleton and increasing its flexibility,which facilitates fitting to their binding pockets in proteins.Comparison of in vacuo conformations of the chromophores with their native (protein-bound) conformations showed, surprisingly,t hat the peripheral groups and interactions with the protein environment are muchl ess significant than the methyl side groups in tuning their structural features.T he methyl side groups also contribute to al oss of symmetry elements specific to linear polyenes.I ne ffect, the symmetry-imposed restrictions on the chromophore electronic properties are disabled, which is of tremendous relevance to their photophysics.T his is evidenced by their non-negligible permanent dipole moments and by the simulated and experimentally measured circular dichroism spectra, whichn ecessarily reflect the chirality of the conjugated p-electron system.Supportinginformation and the ORCID identification number(s) for the author(s) of this article can be found under: https://doi.