What factors should be considered in order to establish a rational design strategy for Aggregation-induced emission luminogen (AIEgen)? We have proposed that the essential feature of AIE is its deactivation process in dilute solutions. The photophysical processes of photoexcited molecules can be represented by a potential energy surface (PES), and the AIE phenomenon is quenching due to internal conversion via conical intersection. From this perspective, the first step in designing AIEgen is creating fluorescent dyes that access CI on PES. Of course, it must also satisfy the condition of strong solid luminescence. How can we apply our understanding of quantum chemistry to real molecules? This chapter is the answer to that question. We present two new AIEgens, 9,10-Bis(dialkylamino)anthracenes and bridged stilbenes, as case studies....