The present study focused on the adsorption and photophysical properties of pyronin B (PyB) in bentonite aqueous dispersion. The photophysical properties of PyB in the aqueous dispersion were studied by using UV-vis absorption, steady-state and time-resolved fluorescence spectroscopy techniques. In this concept, the interaction of the dye with bentonite particles in the aqueous dispersion was spectroscopically followed depending on certain parameters such as interaction time, pH and the dye concentration. Obtained spectral data revealed that the aggregate structures (H-type) of PyB in the aqueous dispersion were formed in the dye concentration range studied. The non-fluorescence nature of H-aggregates and the clay minerals governed the fluorescence property of PyB. The mentioned non-radiative processes caused the fluorescence lifetime of the dye to decrease compared to that in water. The adsorption process of PyB on bentonite was examined depending on contact time and initial adsorbate concentration. An adsorption isotherm was good-fitted by the Freundlich model with a linear regression correlation value of 0.999. The adsorption of PyB on bentonite particles was in agreement with pseudo second-order kinetics. (C) 2015 Elsevier B.V. All rights reserved.