Abstract: A decal allowing a fisherman to customize a fishing lure. The decal is printed with a life-like image of a fish on one side and the decal has an adhesive on the other side. Initially, the decal is present on a substrate. When a fisherman peels the decal from the substrate, some or all of an adhesive stays on the decal allowing the fisherman to attach the decal to a fishing lure. The image on the decal is waterproof and the decal may be applied to many different lures including spinner bait lures, blades and crank bait lures. The decal may have a scent or flavor enhancer in the waterproofing overcoat, in the ink used to create the image on the decal, in the adhesive, or in all three. Additionally, rattle eyes may be provided on the fishing lure.