An augmented reality service method for a coloring play according to the present invention comprises the steps of: 1) executing a service application, and selecting and downloading an image to be colored from a server by a user terminal; 2) coloring the downloaded image in a specific pattern, using tool provided by the service application; 3) printing the colored image; 4) executing the service application, scanning a printed material of the colored image so as to recognize a marker, and extracting color information according to coordinates of the image; 5) coloring an augmented reality content provided by the server according to the extracted color information, so as to generate a colored augmented reality content on the basis of the image colored by a user; and 7) displaying the colored augmented reality content on a display unit of the user terminal.