Today, augmented reality has been applied to a variety of areas, including AR picture books. The incorporation of AR into picture books brings readers a new way of reading picture books and is gaining its popularity among readers. However, as the most important feature of AR picture books, virtual contents have not been properly used, and there is severe chaos in terms of the presentation. The virtual contents and the narrative of picture books are disjointed, which affects the reading experience of the readers. In this paper, with the purpose of providing better reading experience of AR picture books to readers, the design form of virtual content in AR picture book is described, the features of reading reflected through the incorporation of the forms of virtual contents and narratives of picture books are pointed out, and the ways that virtual contents are integrated with narratives of picture books in terms of design and presentation are discussed.