Abstract: In a continuous coating method, a coating material with insufficient fluidity can be uniformly coated on a substrate. A pick-up roller is disposed between a coating roller and a metering roller and a doctor bar is located above the pick-up roller. The coating roller is located near the substrate. The pick-up roller is rotated in a direction to pick-up the coating material through a gap between the pick-up roller and the metering roller. The metering roller is rotated in the same direction as the pick-up roller at a nip of these rollers, and the coating roller is rotated in a reverse direction with respect to the pick-up roller at a nip of these rollers. The substrate travels in a reverse direction with respect to the coating roller at a nip thereof.