BaCrO4 with various morphologies such as X-shaped, shuttle, rhombus was produced by using poly(ethylene oxide)-poly(propylene oxide)-poly(ethylene oxide) (P123) as a structure-directing agent at room temperature. The effects of experimental parameters on the morphology of BaCrO4 were investigated. This synthetic route was also extended to the synthesis of BaWO4 and Pb2CrO5. The samples were characterized by X-ray powder diffraction (XRD), scanning electron microscopy (SEM), and Fourier transform-infrared spectroscopy (FT-IR). The photoluminescence (PL) of the sample was investigated. (C) 2008 Elsevier Ltd. All rights reserved.