A detailed photophysical study of the plant flavonoid fisetin in a dimyristoylphosphatidylcholine (DMPC) bilayer membrane has been carried out. Fisetin is found to partition well into the membrane (K-p = (4.6 +/- 0.5) x 10(5) in solid gel phase and (5.1 +/- 0.5) x 10(5) in liquid crystalline phase). A fluorescence quenching study using cetylpyridinium chloride (CPC) as the quencher suggests that fisetin molecules are generally present near the head group region of the lipid bilayer membrane. The temperature dependence of the fluorescence lifetime indicates a local heterogeneity in the distribution of fisetin within the bilayer membrane. The phototautomer form of fisetin, which is the primary emitting species from the lipid membrane, has a large Stoke's shift (175 nm) and fluoresces with an intense green fluorescence, which can make the molecule a good dye for marker and bioimaging applications. Membrane-bound fisetin shows sensitive variations of fluorescence intensity, lifetime, and anisotropy parameters in cholesterol-containing DMPC membranes, in mixed phospholipids, and as a function of temperature. This suggests that fisetin can be an efficient fluorescent molecular probe for sensing lipid bilayer membrane related changes. The location of fisetin in the membrane and the observed cholesterol-induced expulsion of fisetin may possibly have implications in the antioxidant activity of fisetin.