Abstract
Unexpected discovery that molecules of organic dyes when they form regular structures can change dramatically their light absorption and fluorescence properties were attracting the minds of researchers for more than eight decades. The progress in investigation of this unique phenomenon described in terms of H- and J-aggregation has led to many practical applications. Here the author expresses his personal view on the dramatic story of switching this research area from empirical knowledge to that standing on strong background of molecular exciton theory. The author was a witness of some of these events and acquainted with several great personalities involved. The major trends of future developments are highlighted.
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