As long as your case has good airflow, go with a non-reference cooler. The popular choices are EVGA and ASUS. Both perform extremely well, much better then the reference style in terms of temps. Honestly, even if your case doesn't have the greatest airflow I would still go with a non-reference cooler. I have seen quite a few posts lately form people who have a high airflow case, with a reference style GTX, and their GPU temp climbs up to ~82C and stays there (thermal throttling limit). I have an EVGA ACX cooler model, and I have never seen the GPU go above 67C, even when stress testing it.