Yes you can do that by using conditional formatting. There are of lot of techniques to do that. Please look at this post:http://public.tableausoftware.com/views/conditionalformattingv4/Introduction
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Just for completeness... the technique I use to get maximum formatting control is to use MIN(1) or an equivalent...
It is in Jonathan's example, but there is a separate blog about it here >> Data Psientist: My Favorite Tableau Trick For Work: MIN(1)
It basically involves creating blank cells (both column and row, that's the MIN(1) field) and then you drop dimensions/measures into them.
By self creating the cells, you can better control how they format.
You can download the examples from the site, and reverse engineer to see what I am failing at explaining
If you get stuck, plenty of people on the forum can help... but in order to provide specific help, examples are always welcome!!
Best of luck!