That depends a lot on the cost of your PC, the performance levels you are looking for and what you consider silent. 20-30% sounds about right.
I guess the most important thing is buying a good case. Energy efficient parts are also a good idea. Most heat and noise in a gaming PC is produced by the graphics card, so it's a good idea to buy a more power efficient card and it's definitely worth buying a card with a non-standard cooler.
Fan control is also very important, something I neglected on my current system. A PC's heat output can double or triple when under load compared to when it's idle.
Putting a bit of thought into how air flows through your system also matters. I mounted my CPU cooler vertically and it vastly improved cooling performance throughout the entire system.