SSRS make a conditional format on the column
For each data cell of your table (or matrix) you will have to set an expression on the font color (general tab under text box properties):


Now I am making assumptions of what your dataset/columns are called so you will have to translate those appropriately to your report setup.

For the Revenue and Quantity cells within each category the expression will be something similar to:

==IIF(Fields!ToysRevenue.Value &lt;= 0,"Red","Black")

The expression for your Total Revenue and Total Quantity are a bit more lengthy since you have to check each Revenue value for each category, but it should look something like:

==IIF(Fields!ToysRevenue.Value &lt;= 0 Or
Fields!ClothingRevenue.Value &lt;= 0 Or
Fields!FoodRevenue.Value &lt;= 0, "Red","Black")