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 the fan noise a card emits, we use a Bruel & Kjaer 2236 sound-level meter (~$4,000). It has the measurement range and the accuracy we are looking for.
The tested graphics card is installed in a system that does not emit any noise on its own, using 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 in 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, as a 3 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.
Idle fan noise is REALLY high. I wouldn't recommend the card for a productivity rig that runs long hours without gaming to grab your attention, which would help you ignore the noise. Noise while gaming is also higher than with most R9 290X cards by other manufacturers, which is incredibly sad as MSI's triple-slot cooler should handle the heat much better.
It looks as though MSI focused only on keeping temperatures low by completely ignoring the cooler's noise levels.