A new naphthalene based receptor (L) has been designed and synthesized which shows a remarkable color change from colorless to pink on selective binding with acetate. The anion recognition property of the receptor via hydrogen bonding interactions is monitored by UV–vis, fluorescence, and 1H NMR titrations. It is observed that in each case, the receptor shows a specific selectivity toward the acetate ion over other interfering anions. Thus, a significant bathochromic shift in UV–vis spectrum with a sharp pink color in ‘naked-eye’ makes the receptor suitable for the detection of the acetate ion.