Emissive f-block coordination complexes constitute an important class of optical probes, with applications ranging from sensing of bioactive species, high throughput assays and screening protocols in vitro, to time-resolved imaging studies in cellulo or in vivo. The key chemistry issues to be addressed in complex design and characterisation are defined, with an emphasis on the use of emissive europium and terbium complexes and their conjugates in molecular imaging. Both luminescent 'tags' useful in energy transfer studies and 'responsive' systems for sensing are discussed.