Physical information is a property of nature. How does physical information persist over time? Does it do so as an object, process, or event, which are things considered in the current persistence theories? Physical information is none of these, however, this implies that persistence theories cannot explain the persistence of information. We therefore study the persistence of snowflakes, ephemeral natural structures, to better understand the persistence of natural things, such as physical information. The transitory nature of snowflakes suggests that physical (...) information persists as nature’s latent order, therefore, it is associated with natural structures, but it is not identical to them. This interpretation preserves the properties attributed to physical information, particularly its foundational character. The concept of physical information as latent order accords with Burgin’s General Theory of Information (GTI), which is currently the most comprehensive conceptualization of information that has been proposed. (shrink)