To me, artificial lure work for a simple reason.
Bass eat living things. To them, something that moves is alive, until they've had a chance to check it out. They don't have hands, so they use their mouths to check out what's edible and what's not. If it doesn't taste bad, they'll eat it. How else can you explain eating a small bird, covered in feathers with no meaty/bloody smell or taste? Or insects on the surface, like mayflies? What made them try one in the first place?
To get bigger and stronger, so they can reproduce, they eat everything they can, and as much as they can. That's genetic, and why bass instinctively eat a lure that changes direction like a prey animal trying to flee. Miss a meal, and maybe they don't survive to reproduce. There's also an instinct to eat something before the other guy eats it. Smallies are great for that.
If a lure moves in a pattern a bass is familiar with, like a crank's action, then they'll hone in on it and eat it.
If a lure is lying still on the surface, and then darts away, they'll think it's escaping and eat it.
What a lure looks like is really only important to a bass when they've already eaten and been hooked by a lure with a similar shape and action. Then, particularly in clear water, what a lure looks like can get a bass comfortable enough to get close enough to fall prey to their reaction instinct when the lure is twitched. And why speed and flash are so critical in clear water, to disguise what would clearly look like something to avoid otherwise.
I've caught fish on ugly lures that I made, because I drew a reaction strike. Not sticks, but swimbaits with clearly rudimentary paint jobs and finishes.
I've caught fish on lures that are flashy, because I fished them too fast for the bass to get a really good look at them, like burning a spinnerbait.
All of that is to say we exploit the bass' built-in weakness, their need to eat to survive and reproduce.
In general, at least to me, a lure's paint job catches fishermen, and a lure's action catches fish.