If you want to configure your own fan profile, it is important to know how efficient the cooler is. You obviously want as much cooling as possible with low noise levels. To test this we measure with what fan profile the card is as close to 40 dB(A) as possible. After that we run 3DMark Fire Strike Extreme for 10 minutes and measure the maximum temperature of the card. For this we turn the temperature limit off, because this could affect the test results.
This is only an indication, meant to make it easier to compare the graphics cards. We run the tests on a test bench, meaning that the card could be cooler than when it is in a regular case. Based on this you should not expect to have the same results in terms of noise levels and cooling.
MSI still has the most efficient cooling, according to the cooling efficiency test. At a noise level of 30 dB(A) the card doesn't get any hotter than 68 degrees. Gigabyte follows closely, while ASUS and EVGA are a couple of degrees behind. Despite the fact that MSI has the most capable cooler, the Gigabyte card was the quietest on the last page: the fan profile of the latter turns out to be smarter. The cooler doesn't have to make as much noise if you keep the card a couple of degrees warmer. Inno3D finishes last with their cooler that looks pretty big at first glance.