By observing the shifts of the 'H NMR signals of 1,4-benzoquinones induced by Eu(fod),, and simulating them with the aid of a novel computer program TWOCEN, it has been shown that the two carbonyl groups of 1,4-toluquinone and 2,6-dimethyl-1,4-benzoquinoue compete in the Eu coordination. The metal binds at two sites on both the carbonyl groups, with 4-CO having a greater complexing ability with respect to 1-CO, in line with steric and electronic considerations.