The first 2 rows of plugs on the right side of the pic are what I call generic lures. There is no brand name on any of them.
The next 2 rows are brand name lures. Bill Dance, Rapala, Heddon, Arbogast, Mann, Strike King, Storm, including one row of plugs still in the box.
All these lures are lightly or never used except for the Lazy Ike in the 3rd row from left.
The fifth row is 2 full containers of crawdad scent, 5 inline spinner baits(one box has 2 in it), a "clothespin" style overhead spinner, and 4 jigs.
"Science is the belief in the ignorance of the experts" – Richard Feynman