Yes this is doable. Just go to format option & there you will find a option from which you can choose your field & there you can choose the formatting according to your requirement.
Not when using "Measure Values"--both values will default to the same font. You can use different colors for two different values, though.
Take a look at Jonathan Drummey's Conditional Formatting workbook--it should help you with this issue:
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Click on label under Marks.
Click on the "..." lines besides text -> This should open up a new window to edit font, size and colour .
Just found this old post when I came across the same problem. The work-around I used is just to add measure names to the color shelf, and then change the colors as you want. That only changes the color of values in the table and won't change the color of measure name itself, but that's the best method I can think of.