change to ownerdraw style then hook to the DrawSubItem event
note you can check for column zero on details view which will do the whole row
or do it itme by item...
heres some sample code
Private Sub listView1_DrawSubItem(ByVal sender As Object, _
ByVal e As DrawListViewSubItemEventArgs) _
Handles listView1.DrawSubItem
Dim flags As TextFormatFlags = TextFormatFlags.Left
Dim sf As New StringFormat()
Try
' Store the column text alignment, letting it default
' to Left if it has not been set to Center or Right.
Select Case e.Header.TextAlign
Case HorizontalAlignment.Center
sf.Alignment = StringAlignment.Center
flags = TextFormatFlags.HorizontalCenter
Case HorizontalAlignment.Right
sf.Alignment = StringAlignment.Far
flags = TextFormatFlags.Right
End Select
' Draw the text and background for a subitem with a
' negative value.
Dim subItemValue As Double
If e.ColumnIndex > 0 AndAlso _
Double.TryParse(e.SubItem.Text, NumberStyles.Currency, _
NumberFormatInfo.CurrentInfo, subItemValue) AndAlso _
subItemValue < 0 Then
' Unless the item is selected, draw the standard
' background to make it stand out from the gradient.
If (e.ItemState And ListViewItemStates.Selected) = 0 Then
e.DrawBackground()
End If
' Draw the subitem text in red to highlight it.
e.Graphics.DrawString(e.SubItem.Text, _
Me.listView1.Font, Brushes.Red, e.Bounds, sf)
Return
End If
' Draw normal text for a subitem with a nonnegative
' or nonnumerical value.
e.DrawText(flags)
Finally
sf.Dispose()
End Try
End Sub