A fishing lure is any one of a broad category of artificial angling baits that are inedible replicas designed to mimic prey animals that attract the attention of predatory fish, typically via appearances, flashy colors, bright reflections, movements, vibrations and/or loud noises which appeal to the fish's predation instinct and entice it into gulping the lure. Angling activities using lures are known as lure fishing.

Angling is a fishing technique that uses a fish hook attached to a fishing line to tether individual fish in the mouth. The fishing line is usually manipulated via a fishing rod, although rodless techniques such as handlining also exist. Modern angling rods are usually fitted with a fishing reel that functions as a cranking device for storing, retrieving and releasing out the line, although Tenkara fishing and traditional cane pole fishing are two rod-angling methods that do not use any reel. The fish hook itself can be additionally weighted with a denser tackle called a sinker, and is typically dressed with an appetizing bait to attract and entice the fish into swallowing the hook, but sometimes an inedible fake/imitation bait with multiple attached hooks is used instead of a single hook with edible bait. Some type of bite indicator, such as a float, a bell or a quiver tip, is often used to relay underwater status of the hook to the surface and alert the angler of a fish's presence.