Each row can be given a different color by creating a calculated field using the index function:
Then, place this on the color shelf, right click on it and select Discrete. Right click on it again and select Compute Using-->Table (Down).
For the second example, a calculated field would be created for whatever the measure is similar to the following:
if sum([Measure])>=0 then 'green'
Then, place this calculation on the color shelf and appropriately designate the colors.
Hope this helps!
Thank you so much!!
And another off-topic question, how do I set it so that it displays the last column as a +5% and -5% as opposed to just 5% or -5%