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 the Bruel & Kjaer 2236 sound-level meter (~$4,000). It has the measurement range and the accuracy we are looking for.
The tested graphics card was installed in a system that was completely cooled passively. That is, passive PSU, passive CPU cooler, and passive cooling on the motherboard and 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 was 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 were tested with a stressful game, not with Furmark.
I immediately look forward to noise testing when a triple-slot card reaches my labs, as triple-slot cooling has the potential to build very quiet high-end cards. Palit unfortunately didn't make good use of that capability as their card basically emits just as much noise as the NVIDIA reference design in idle, which is pretty quiet, but far from "almost inaudible".
During gaming, the card is a little bit quieter than the stock NVIDIA card, but you'd barely notice the difference. With 37 dBA, the card is definitely noticeable during gaming, even though it's not as noisy as recent AMD R9 290X cards, for example.
It seems to me as though Palit over-optimized temperatures with their design (the card only hits 65°C under load). Noise could have easily been cut in half had they allowed for, say, 70°C.