Wing loading in conceptual design
From lowest to highest wing loading:


Climb: if a fixed wing plane and the nose is pointing up, some of the vertical force must be generated by the thrust.
Cruise: the lift must only compensate for the weight.
Inducing a turn: the rolling velocity has very little effect on wing loading.
Take-off: a slight positive g-loading during the nose-up motion.
Sustained turn: up to the maximum design load factor. 2.5g for passenger aeroplanes, up to 9g for fighter jets, with a proportionately greater wing loading that that in cruise.