4770 and 4770k are the same cpu, only difference is one arbitrarily has overclocking disabled, and the other one costs more.
They all get hot because there is really poor heat transfer from the die (surface of the cpu chip) to the heat spreader (the metal plate that your heatsink from your cooler connects to) , intel used bad thermal paste to connect them...
I believe you can make it consumer less power (and thereby run a bit cooler) by disabling hyper threading, but if you do that you might as well just buy a 4670k (that one is the same cpu but without hyperthreading enabled)
All the haswell cpus (the 4000 series i5 and i7 like the i7 4770k) get needlessly hot, despite consuming less power than sandy bridge (the 2000 series like the i5 2500k) did in 2011. Because of the bad thermal paste.
Some people delid them (remove the heatspreader manually using a hammer or a razor blade, then remove the bad paste and reapply their own) so that the cooling will work properly and efficiently and they can run at lower (quieter) fan speeds while getting lower temperatures.
Ivy bridge had this same issue, but intel don't care because amd doesn't have a cpu in this performance bracket, no competition = fuck you stupid consumer tardsheep, you'll buy it anyhow.
Your 4770k won't break or anything, it'll just run hotter and your fanspeed will be a lot higher (and noisier) because of it.