Firstly, find out if cooling is a system wide issue by for example checking your CPU temps and compare them with others with similar CPU/cooler combo. If your CPU is hotter than you'd expect (within acceptable margins of course) than make sure your fan and heatsink are mounted correctly, with correct application of thermal paste, etc. Then check your system fans are blowing properly, in the correct directions and there's a clear path for airflow in your case. As long as you have a plenty of half decent fans, setup correctly with no major obstructions in airflow and adequate dust filtering, cooling shouldn't be a problem. Just look at my case:
It's an Antec 300, packed to the brim, with little or no cable mangement and it's been left like this for almost two years since I built it, never opened except on three occasions where I upgraded the graphics card and HDD and gave it a quick vacuum clean in the process. Temperatures have been consistently cool relative to ambient temps, especially the CPU temps, which have remained virtually the same since I first installed it. My system fans consist of the following: 2x120mm front intakes, 120mm side intake, 120mm rear exhaust + 140mm roof exhaust. All bog standard fans.
Make sure the fans are blowing direction, so you have a natural flow of air (not sure what the correct term is) going in and out of your case. Also make sure your CPU fans are blowing in same direction too as the rest of your system.
If your system cooling is working fine internally, then I'd start looking at external factors, like positioning. I have my case sitting on the floor under my desk, but I leave plenty of space around all it's sides.
If all that checks out, then I'd focus on the graphics card itself. Compare your temps with other peoples temps (check forums, online reviews, etc). If there is a major disparity, it's probably a faulty fan or poorly applied thermal paste, in which case I'd return it. Also check that your OS / drivers are in check and something is not causing fans to spin at incorrect speeds for example.