Solid
state luminescence enhancement (SLE) of conjugated organic
materials has had a great impact in materials science, but a deep
understanding has been rather limited to date. Here, we investigate
a prototype example of SLE materials, cyano-substituted distyrylbenzene
(DCS), by varying systematically and subtly the substitution pattern
(inter alia of the position of the cyano-substituent)
to give largely different photoresponse in fluid and solid solution
as well in the crystalline state. The combination of quantitative
(ultra)fast optical spectroscopic techniques, appropriate quantum-chemical
methods, and structural (X-ray) data allows us to elucidate and rationalize
all details of the SLE process, including steric versus electronic
factors, radiative versus nonradiative decay channels, and intra-
versus intermolecular contributions, providing a first holistic picture
of SLE.