What Makes Good Lettering?

I feel like there are times in which i don't know my own creative voice. But i definitely know a part of it is the the photographic part of what i'm doing a lot lately. And i've gone from what i call, what i refer to as designing japeg to, like, designing real things. I want to design something, and no matter how cool it is, i will wait. I will make it into something, and then share whatever that something is. So, like seeing something real, something tangible.