A GTX970 only needs a 550W PSU so it's a non-issue.
Get the best video card for your budget. If you're gaming and can afford it I suggest the GTX970, specifically THIS ONE (USA link) for $330:
http://pcpartpicker.com/part/evga-video-card-04gp42974kr
If you aren't gaming get the cheapest card like a fanless HD6450 for $35.
I recommend at least 3GB of VRAM now. You can use the following chart to compare video cards performance vs price ratio:
https://www.techpowerup.com/reviews/ASUS/GTX_970_STRIX_OC/25.html
(there is LESS of a difference on average if you have a weaker CPU but it will still be in this order)
There are further differences in quality and performance among cards of the same GPU (i.e. one R9-280X might have a much better cooler and overclock 5 to 10% higher than the cheapest card).
Example R9-280X:
http://pcpartpicker.com/part/xfx-video-card-r9280xtdbd
This card is $240 if still on sale. It's very hard to recommend anything else if we go too much above this price since then I'd be recommending a GTX970.
*The GTX970 (some models like the one I linked) can disable the fans until under heavy load so they're silent in desktop usage which is nice.
A GTX960 is a tough choice if on a budget. It only has 2GB of VRAM which is actually fine for almost every present game but I expect VRAM usage to rise but it's very hard to predict (largely because new consoles have much more memory. 16X in fact. We already saw problems when the Watch Dogs port needed more than 3GB of VRAM or it stuttered).
On the other hand the GTX960 can run fanless, and has new features like the 970/980 have including MFAA. Also, none of the AMD cards have a dedicated H.264 encoder to enable recording of gameplay with minimal performance loss (for NVidia can use Shadowplay or OBS; with OBS simply enable the NVENC to encode gameplay video. That's automatic for Shadowplay. May be 30% frame rate drop for software with AMD card but 5% for NVidia setup.)
GTX960:
http://pcpartpicker.com/part/evga-video-card-02gp42966kr
**A GTX960 would be nearly identical to my GTX680 in performance for most games. The 2GB is sufficient for all present games with arguably a few needing a bit more but in general it's a non-issue. I'm very satisfied with current performance which is max or near-max quality at 60FPS in 1080p or 1440p. Even Crysis 3 runs pretty nicely once I tweaked the settings carefully.
I'm holding out a bit longer since we're just starting to see games that will truly look a lot better. If you plan on playing games like WITCHER 3 then a GTX970 will really aid you.
Summary:
$200 - GTX960
$220 to $250 - R9-280X
$330 - GTX970
Again, pros and cons to all including noise, VRAM size, gameplay recording, other features (PhysX, MFAA for NVidia).
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