How's your ventilation on your rig? I have a Haf 932 tower and a 670 SC. I put my fan speed to 65% and temps range from 70c to 73c according to HW monitor and Precision X without ac on in the room. With ac it's 65c to 68c. The fan is noticeable at that setting, so I can imagine it's very loud at full speed. These cards run hot, so maybe you need better ventilation.
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