Background: Detecting melanoma early often relies on patient concern about a particular pigmented lesion. However, it is not clear what specific features the public views as being important. Objective: Our purpose was to explore the importance persons place on various features of skin lesions when looking for early signs of melanoma. Methods: This study comprised 1148 respondents (participation rate, 78%) from 60 rural communities in Queensland, Australia, who participated in a telephone interview. Results: The following features were considered important and are listed in order of importance: change in the lesion (clearly identified as the most important), more than one color, uneven edges, elevation, large size (the last three of equal importance), and hairiness of the lesion. Age, sex, education, self-efficacy, perceived knowledge, and recent self-examination influenced importance levels, but having a recent skin examination by a family physician did not. Conclusion: To increase the skin self-examination skills of the community, guidelines may have to become more specific and all opportunities fully utilized to educate the public. (J Am Acad Dermatol 1997;36:33-9.)