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Step 1
Consider a fish's vision. Fish detect movement both to escape a bigger predator and to locate a meal. The size of whatever is moving is the biggest determinant of whether they run or feed. If something is large and moving very slowly on the surface, fish don't react until it is directly over them and then they move off a short distance.
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Step 2
When a fish detects sound or vibration in addition to movement, it will be more likely to move away. Without sound or vibration, the fish may assume the object is a log. Alligator gars instinctively understand this and get close to their prey by moving very slowly along the surface.
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Step 3
Consider reflected light. Most fish have shiny scales on their sides. Game fish use that shine to determine when they are in a good position to attack. Some baitfish have spots on their sides, which can confuse the game fish about where the fish's head is, especially when the baitfish are closely packed in schools. Some game fish, such as trout and redfish, also have spots, swim in schools and are often bait for sharks or dolphins.
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Step 4
Don't worry too much about the color of lures. Fishermen will argue about color, but it is doubtful that it makes much difference other than lures that are light in color and lures with two colors at different ends of the color spectrum are more effective in salt water.
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Step 5
Consider the appearance of the lure when fishing in clear and calm waters and when fish are schooling. When selecting a lure based on sight alone, choose a lure that is shiny or white and moves erratically. Picking a top water, shallow or deep running lure depends on the depth of the water and what the game fish are doing.
