Synthesis-oriented design led us to the construction of a propeller-like dye, containing the triangle terthiophene and triphenylamine units. It reveals typical photochromic properties with alternated UV (390 nm) and visible light (˃ 440 nm) irradiation and the dye solution (in THF) color was also toggled between yellow-green and colorless. A new absorption band was observed in visible region (415–600 nm). Additionally, the photochromic dye was highly emissive with the absolute quantum yield being 0.27. After UV light irradiation, the emission was quenched significantly (Φ = 0.08) at photo-stationary state, and thus establishing a switchable emission “on–off” system by alternated UV/visible light irradiation cycle. Detailed structural analysis was carried out based on the optimized dye structure. Both the antiparallel conformation and the distance of reactive carbon atoms (< 4.2 Å) led to the smoothly photochromic behavior.