Connect to Your Data Source: Connect Tableau to your data source that contains the sub-category, region, and profit information. Create a New Worksheet: Drag the "Sub-Category" dimension to the Rows shelf. Drag the "Region" dimension to the Columns shelf. Drag the "Profit" measure to the Text shelf. Format the Text Color Based on Profit: Click on the "Profit" measure on the Text shelf. Go to the "Font" section of the Marks card. Click on the color icon next to the "Font Color" option. Use a calculated field to determine the color based on the profit value. Let's call this calculated field "Profit Color".