The invention discloses an aqueous colored transparent heat insulation coating, and a preparation method and a use method thereof. The aqueous colored transparent heat insulation coating is composed of a water-soluble hydroxy acrylic resin, an aqueous nanometer antimony-doped tin dioxide (ATO) slurry, an aqueous nanometer hydrotalcite slurry, an amino resin, an aqueous color paste, a film forming assistant, deionized water, a dispersant, a wetting agent, a pH adjusting agent, an antifoaming agent, an anti-settling slurry, a thickening agent, an adhesion accelerant and a leveling agent. The preparation method is characterized in that above substances are mixed under specific conditions to obtain the coating. The use method is characterized in that the addition amount of the amino resin is 4-8wt% when the coating is used as a single-component baking varnish; and the addition amount of the amino resin is 0 when the coating is used as a two-component air-dried paint. The coating has the advantages of very good adhesion, high hardness, excellent ageing resistance and good heat insulation effect on the surfaces of glass, plastic films and the like.