Conjugated polymers with strongly twisted backbones, such as MEHPPV with fluorinated vinylene units (F-MEHPPV), demand a redefinition of the all-important 'effective conjugation length' ECL, which we extract here by a facile graphical method. In MEHPPV (being essentially planar), the ECL coincides with the 'maximum conducive chainlength'MCC and extends over about n 9 repetition units (RU). In F-MEHPPV, the MCC is similarly long with n 8, while ECL localizes on just one RU. The strong twist in F-MEHPPV persists in the excited state, broadening the emission spectrum and quenching the fluorescence by reduced radiative and enhanced non-radiative rates.The strong twist in F-MEHPPV persists in the excited state, broadening the emission spectrum, reducing the radiative rate, and enhancing the non-radiative deactivation, so that the fluorescence quantum yield of 30% in MEHPPV drops to 4% in F-MEHPPV. This example strikingly demonstrates how already small geometrical distortions (substitution of H by F) can lead to strong sterical effects, generating dramatic changes in the optical absorption and emission process.