I have a datatable that looks like this:
Row1       Row2    Row3    Row4    Row5    Row6
Gold       Gold              
Pink       Pink                       
        
You can check the value of each cell in the RowDataBound event and color the cell based on it's value.
protected void GridViewClicks_RowDataBound(object sender, GridViewRowEventArgs e)
{
    //check if the current row is a datarow
    if (e.Row.RowType == DataControlRowType.DataRow)
    {
        //loop all the cells in the row
        foreach (TableCell cell in e.Row.Cells)
        {
            //check if the color is hex or a string
            if (cell.Text.Contains("#"))
            {
                cell.BackColor = ColorTranslator.FromHtml(cell.Text);
            }
            else
            {
                cell.BackColor = Color.FromName(cell.Text);
            }
        }
    }
}