Recently the need for smart materials has been extremely growing, and the development of materials with appropriate characteristics has become one of the main challenges. Heptamethine cyanine dyes are widely used in theranostics and photovoltaics due to their remarkable optical properties. However, they are characterized by “rigid” non–changable properties. The main aim of the current study is to unveil correlation between structure and optical properties in the range of vinyl‐3H‐indolium substituted spiropyrans, which can be considered as the closest analogs of heptamethine cyanines with the photocontrolable optical and fluorescent properties. The effects of substitution in indoline and 2H‐chromene cycles, as well as anion change are under the study. To achieve this goal, a series of spiropyran iodides and perchlorates with methyl, methoxy substituents or fluorine atom in position 6′, as well as a conjugated vinyl‐3H‐indolium fragment in position 8′, were synthesized. The structure of the compounds was carefully studied using SC XRD, NMR, IR and mass spectroscopy. Then, studies on absorption and photoluminescence characteristics, as well as photochromic behavior were carried out.