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In this paper, the optimal bead orientation problem of 3D shell/plate structures is investigated for both static and dynamic cases. Using a bending equivalent orthotropic shell design cell model, the optimal bead orientation problem is converted to an optimal orientation problem of bending equivalent orthotropic materials, and it is solved by a new energy based method. In the energy based method, the dependency of strain and stress fields on material orientation is explored by introducing an energy factor in the inclusion model. From the derivations, the strain- and stress-based methods are recovered and their limitations are discussed. Three examples are presented to show the applications of the proposed method.