conditional Color formatting based on column names in report Builder (which is transpose)

[rdesai2]

I have a table that I have developed in report builder (patinated report). 

It has Rows and columns where 1 column is Transpose of its values.

Now I want to perform conditional formatting on this column based on the column names. 

For those values where I have Blank in the matrix - I am unable to apply any color, tried adding 0 by to empty valued but did not work. 

Is there a way where I can simply color entire columns based on column names irrespective of values?

I want something like this and colour is based on Names(transpose to column)

Instead i am getting this: 

Any inputs or help please ? 

[rdesai2]

used ReportItems! instead of Fields!Time_In.Value in switch 

[lbendlin]

If you want to report on things that aren't there you need to use disconnected tables and/or crossjoins.