Reversible piezochromic luminescence and aggregation induced emission properties of 4,4'-((Z,Z)-1,4-diphenylbuta-1,3-diene-1,4-diyl)dibenzoic acid are reported. The photoluminescent color of it changes from blue to yellow-green upon grinding, which can be restored upon exposure to a solvent. Intermolecular hydrogen bonding plays a key role in the altered emission.