Fan Noise
In past years, gamers would accept everything for a little bit more performance. Nowadays, users are more aware of their graphics card's fan noise and power consumption.
In order to properly test how much noise a card's fan emits, we use a Bruel & Kjaer 2236 sound-level meter (~$4,000). It has the measurement range and accuracy we are looking for.
The tested graphics card is installed in a system that does not emit any noise on its own, using a passive PSU, passive CPU cooler, passive cooling on the motherboard, and a solid state drive. Noise results of other cards on this page are measurements of the respective reference design.
This setup allows us to eliminate secondary noise sources and test only the video card. To be more compliant with standards like DIN 45635 (we are not claiming to be fully DIN 45635 certified), the measurement is conducted at a distance of 100 cm and 160 cm off the floor. Ambient background noise inside the room was well below 20 dBA for all measurements. Please note that the dBA scale is not linear but logarithmic. 40 dBA is not twice as loud as 20 dBA since a 6 dBA increase results in double the sound pressure. The human hearing perception is a bit different, and it is generally accepted that a 10 dBA increase doubles the perceived sound level. 3D load noise levels are tested with a stressful game, not with Furmark.
The Gigabyte GTX 980 Ti Waterforce lacks a fan on the graphics card, but the radiator has a fan instead. Also, the watercooling pump emits some high-pitched noise, which will never go away because the pump always has to run.
Update Jan 2016: Gigabyte has informed me that they have found the source of the pump noise and replaced that component with a higher quality one, for mass production.
In idle, fan noise is ok-ish. Here, the card definitely loses against all those cards that turn their fans off in idle.
Gaming noise is good, quieter than with many custom design GTX 980 Tis. But the card is still noisier than the quietest GTX 980 Ti we tested so far, which is the MSI GTX 980 Ti Lightning with only 29 dBA.