The chart puts the R9 390 above, it has the colour scheme you wish also. To put it more into perspective, the GTX970 requires less power and runs cooler and is a bit better at overclocking. The R9 390 has higher VRAM, wider bandwidth. At 1080p both cards as I said are rather equal, trading blows to put it like that, so at that resolution it comes down to brand preference or price. At higher resolution, 1440p and up the R9 390 is the clear winner. MSI are good too, they make quality coolers and GPUs. As for the cooler, I think you will be fine without it. The R9 290/290X run very hot, but the architectural improvements in the R9 390/390X improve the temperatures noticeably. The GTX970 still runs cooler though, but there is no longer such a wide gap between them.
Also, take a look the the graph, the R9 380 is highlighted, not the R9 390. The R9 390 sits at the top.
While 8GB is as of now too much for 1080p, the demand for VRAM is getting higher and higher, and you may require more than 4GB (or 3.5) in the future. As for the colour scheme, do you prefer MSI? ASUS also has a black and red cooler.