The intensity of fluorescence of montmorillonites fully saturated by methylene blue (MB) is very poor due to energy dissipation in MB aggregates. A series of reduced charge montmorillonites (RCM) were prepared from Na-homoionic SWy and Ca homoionic SAz with the aim to decrease the MB aggregation. Fine tuning MB adsorption degree by charge reduction and MB concentration enabled controlled production of different dye species from aggregates via dinners to monomers. It was shown that the intensity of the fluorescence of low-loaded MB-RCM complexes is enhanced by several orders of magnitude with respect to dye-saturated original montmorillonites. XRD analyses, molecular modeling, and diffuse reflectance spectroscopy revealed that low MB-loaded RCMs are very probably adsorbed mainly on the external montmorillonite surface as isolated dye molecules. Such a state cannot be achieved in the solid state without very careful tailoring of the host-guest interaction. (C) 2009 Elsevier Inc. All rights reserved.