When you buy a Graphics card try to avoid reference models, the cooling is horrid, try get a XFX or ASUS DirectCU version since the cooling is often 2-6x better and the temps are really low.

I have a ASUS 6950HD 1GB card, overclocked to 860MHz core / 1270Mhz memory and it never goes past 70c during FFXIV, it often stays around 60-65c

Also make sure you have a good flow of air in your case, more fans doesnt mean better, you want to make the flow of air good so the hot air gets blown out at the top of the case while intake blows colder air into the case. In my case I have 3 Intake fans and 3 outtake fans so its evened out, never have more intakes than outtakes or the hot air will just sit in the case try to balance it. also the PSU fan doesnt count as an outtake.