I agree that ventilation is key. however, you have an MSI reference design... @ big troll, I honestly don't know how you can compare reference designs between companies, the cooler designs are literally the same, and I don't think there's any known major issues with the PCB MSI chooses to use...
anyway, the reference design ejects all the video card's hot air out the back of your PC, so the only way your card would get particularly hot is if
1. the air in your case is really warm (get better ventilation), usually just a decent front intake and back exhaust should be fine
2. your card has a bad fan (it was DOA), you should RMA it
3. there's something blocking the hot air from being ejected properly, aka. the back of your PC is leaning smack against a wall... (move it forward!)
as for noise, for that fan design, it's normal for it to get a bit loud at 50% or more... not sure what your definition of loud is, but I don't think it's too alarming