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.

Fishing bait is any luring substance used specifically to attract and catch fish, typically when angling with a hook and line. There are generally two types of baits used in angling: hookbaits, which are directly mounted onto fish hooks and are what the term "fishing bait" typically refers to; and groundbaits, which are scattered separately into the water as an "appetizer" to attract the fish nearer to the hook. Despite the bait's sole importance is to provoke a feeding response out of the target fish, the way how fish react to different baits is quite poorly understood.