Fluorescence is characterized by its spectrum (excitation and emission wavelengths) and its intensity.
It is possible to measure two types of fluorescence spectra, excitation and emission spectra.
The excitation spectrum is measured by fixing the fluorescence emission wavelength and scanning the excitation wavelength. Maximum excitation wavelength can then be determined. It is similar to the absorption spectrum for a single molecule in solution.
The emission spectrum is measured by fixing the excitation wavelength and scanning the fluorescence emission wavelength.
Fluorescence intensity is the quantity of photons emitted per unit of time and per unit of volume. It depends on the sample concentration, as well as the excitation wavelength and quantum yield.
Molecules showing π → π* transitions have a high quantum yield. These are highly fluorescent molecules. By increasing the conjugation of the π electrons, the fluorescence yield and the emission wavelength increase.