Polystyrene-block-poly(2-vinyl pyridine) (PS-b-P2VP) block copolymer photonic gels are fabricated that exhibit controllable optical hysteresis in response to a cyclic pH sweep. The optical hysteresis is tuned by controlling the ion-pairing affinity between various anions and the protonated pyridinium ions on the P2VP block, which is highly dependent on the hydration energy of the ions, the dielectric constant of the solvent, and the ionic strength of the medium. The pH coercivity defining the magnitude of hysteresis of the photonic gels could be varied from 0.26 to 7.4. Photonic gel films with strong optical hysteresis can serve as wet photonic memory films where information can be cyclically recorded and erased at least 15 times and maintained for at least 96 h. The memory colors can be further tuned by selection of the copolymer molecular weight.