Matt Allington shows how you can apply conditional formatting to non-numeric fields in Power BI:
The high level process is to:
1. Create a measure that returns a colour as the result1. It can be a word, such as blue, red, green
2. It can be a hex code for a colour, like #40E0D0″, “#FFA07A”
2. Use conditional formatting and use the measure to apply the formatting on the text as a rule.
Read on for a demo.