Cell Column Background Color not being set to Field Value

I 'm trying to set the background color of a column cell in a matrix based on a field value.  For example, my data set has a Char type field called "Color" which contains Red, AliceBlue, etc.  When I set the background color for the cell to Fields!Color.Value it ignores the color value.

What I am doing wrong?

Thanks,

Joe

Thanks, Joe