Abstract Aggregation‐induced emission (AIE) is commonly observed for propeller‐like luminogens with aromatic rotors and stators. Herein, we report that a coumarin derivative containing a seven‐membered aliphatic ring (CD‐7) but no rotors showed typical AIE characteristics, whereas its analogue with a five‐membered aliphatic ring (CD‐5) exhibited an opposite aggregation‐caused quenching (ACQ) effect. Experimental and theoretical results revealed that a large aliphatic ring in CD‐7 weakens structural rigidity and promotes out‐of‐plane twisting of the molecular backbone to drastically accelerate nonradiative excited‐state decay, thus resulting in poor emission in solution. The restriction of twisting motion in aggregates blocks the nonradiative decay channels and enables CD‐7 to fluoresce strongly. The results also show that AIE is a general phenomenon and not peculiar to propeller‐like molecules. The AIE and ACQ effects can be switched readily by the modulation of molecular rigidity.