The development of robust dyes is a highly important theme for any applications of dyes. Here we present photophysical and electrochemical characterization of a set of robust dyes based on the thienylnaphthalimide unit. The set is comprised of the thienylnaphthalimide derivatives with phenyl- (Ph-), 4-nitrophenyl- (NO2Ph-), and 4-(diphenylamino)phenyl (Ph2NPh-) substituents as exemplars covering electron-withdrawing to electron-donating groups. The fluorescence quantum yields of the Ph-TNI increases as the solvent polarity increases, while that of Ph2NPh-TNI showed the opposite trend. Changes in the rates of nonradiative decay were found to be a major factor for these contrasting behaviors. Cyclic voltammetry showed that the substituent effects were more apparent for the HOMO energies rather than the LUMO energies. Density functional theory calculations showed that the first singlet excited state of these compounds is a (1)pi,pi* state with a significant charge transfer character. Ph-TNI and Ph2NPh-TNI are much more stable against photodegradation than coumarin and fluorescein dyes.