Hi Darragh,
It can seem like a complicated affair at first when you look online at the profusion of lures available, but if you reduce it to just two simple questions it can make it easier choosing at first:
1. What species do you want to catch?
2. What are the places you intend to fish?
In the case of the first point above, certain lures have a proven track record for say bass, as opposed to pollack (though frequently you can be angling for one, and end up catching the other!). In the case of the second point, you would often adopt a different kind of lure for estuary, as opposed to rock fishing. Be warned - lures can become an expensive obsession (the old joke being they catch as many anglers as fish

). Start off simply with just two or three cheaper proven models, and as your confidence grows so will your knowledge about which lure to look for what species in a particular location, maybe to start:
1. Surface lure: Yozuri Mag Popper or similar. (Bass/Pollack)
2.Subsurface lure: Maria Chase/Angel Kiss. (Bass/Pollack)
Veals sell each of the above for a tenner each.
Aside from the range of expertise on this forum, the Lure Forum (
http://www.thelureforum.com/) is an astoundingly knowledgable source of information and advice. Jim Hendrick's Probassfishing blog (
http://www.probassfisher.com/) is a wise and detailed survey of lure-related info, and for sheer state of the art lure-lust, Henry Gilbey's blog (
http://www.henry-gilbey.com/blog.html) is required reading.
The important thing at first is not to be intimidated by the sheer amount of technical information and swayed by glossy adverts for expensive lures out there, we're all continually learning. Once you've found your feet, then you can consider remortgaging the house in order to get a really serious lure habit
Good luck!