I had the same problems when changing the background color for individual rows. You must over ride DrawItem(LPDRAWITEMSTRUCT lpDrawItemStruct). I'll post and example. What I did for the color was add a COLORREF array. Each time I added an item I made the colorRefArray[itemIndex] = colorwanted. In DrawItem I made the row color = colorRefArray[lpDrawItemStruct->itemID}. Read about DrawItem and it will make more sense. I did this for background color but you can do the same for text color.
Here's some code to help you out. It's only part of my CSumView class so you can't compile and run it but it will give you some ideas of what DrawItem is all about.
void CSumView:

rawItem(LPDRAWITEMSTRUCT lpDrawItemStruct)
{
CListCtrl& ListCtrl=GetListCtrl();
CDC* pDC = CDC::FromHandle(lpDrawItemStruct->hDC);
CRect rcItem(lpDrawItemStruct->rcItem);
UINT uiFlags = ILD_TRANSPARENT;
int nItem = lpDrawItemStruct->itemID;
BOOL bFocus = (GetFocus() == this);
COLORREF clrTextSave, clrBkSave;
COLORREF clrImage = m_clrBkgnd;
static _TCHAR szBuff[MAX_PATH];
LPCTSTR pszText;
// get item data
LV_ITEM lvi;
lvi.mask = LVIF_TEXT | LVIF_IMAGE | LVIF_STATE;
lvi.iItem = nItem;
lvi.iSubItem = 0;
lvi.pszText = szBuff;
lvi.cchTextMax = sizeof(szBuff);
lvi.stateMask = 0xFFFF; // get all state flags
ListCtrl.GetItem(&lvi);
// check if item selected
BOOL bSelected = (bFocus || (GetStyle() & LVS_SHOWSELALWAYS)) && lvi.state & LVIS_SELECTED;
bSelected = bSelected || (lvi.state & LVIS_DROPHILITED);
bSelected = FALSE;
// get window sizes
CRect rcAllLabels;
ListCtrl.GetItemRect(nItem, rcAllLabels, LVIR_BOUNDS);//LVIR_BOUNDS
CRect rcLabel;
ListCtrl.GetItemRect(nItem, rcLabel, LVIR_LABEL);
rcAllLabels.left = rcLabel.left;
if (m_bClientWidthSel && rcAllLabels.right<m_cxClient)
rcAllLabels.right = m_cxClient;
clrBkSave = pDC->SetBkColor(ColorArray[nItem] );
pDC->FillRect(rcAllLabels, &CBrush(ColorArray[nItem] ));
// draw item label
ListCtrl.GetItemRect(nItem, rcItem, LVIR_LABEL);
rcItem.right -= m_cxStateImageOffset;
pszText = MakeShortString(pDC, szBuff,
rcItem.right-rcItem.left, 2*OFFSET_FIRST);
rcLabel = rcItem;
rcLabel.left += OFFSET_FIRST;
rcLabel.right -= OFFSET_FIRST;
pDC->DrawText(pszText,-1,rcLabel,DT_LEFT | DT_SINGLELINE | DT_NOPREFIX | DT_NOCLIP | DT_VCENTER);
// draw labels for extra columns
LV_COLUMN lvc;
lvc.mask = LVCF_FMT | LVCF_WIDTH;
for(int nColumn = 1; ListCtrl.GetColumn(nColumn, &lvc); nColumn++)
{
rcItem.left = rcItem.right;
rcItem.right += lvc.cx;
int nRetLen = ListCtrl.GetItemText(nItem, nColumn,
szBuff, sizeof(szBuff));
if (nRetLen == 0)
continue;
pszText = MakeShortString(pDC, szBuff,
rcItem.right - rcItem.left, 2*OFFSET_OTHER);
UINT nJustify = DT_LEFT;
if(pszText == szBuff)
{
switch(lvc.fmt & LVCFMT_JUSTIFYMASK)
{
case LVCFMT_RIGHT:
nJustify = DT_RIGHT;
break;
case LVCFMT_CENTER:
nJustify = DT_CENTER;
break;
default:
break;
}
}
rcLabel = rcItem;
rcLabel.left += OFFSET_OTHER;
rcLabel.right -= OFFSET_OTHER;
pDC->DrawText(pszText, -1, rcLabel,
nJustify | DT_SINGLELINE | DT_NOPREFIX | DT_NOCLIP | DT_VCENTER);
}
}
void CSumView::setRowColor(int iIndex, COLORREF Color)
{
ColorArray[iIndex] = Color;
RedrawWindow();
}