title: Pandas Style conditional formatting (highlight) on text
body: <p>I am trying to highlight the single whole cell in pandas based on text. For example, if Recommend is 'SELL', I want to highlight in red and green for 'BUY'. Appreciate if someone can guide me on this.</p>
  <pre><code>def color_negative_red(value):
      if value &lt; 0:
          color = 'red'
      elif value &gt; 0:
          color = 'green'
      else:
          color = 'black'
      return 'color: %s' % color
  
  import pandas as pd
  
  data = {'Stock': ['TSLA','GM','GOOG','MMM'],
          'Diff': [-200,-50,150,50],
          'Recommend' : ['SELL','SELL','BUY','BUY']
          }
  
  df = pd.DataFrame(data, columns = ['Stock', 'Diff', 'Recommend'])
  
  df.style.applymap(color_negative_red, subset=['Diff'])
  
  ### how to get a conditional highlight based on 'Recommend' ?????
  </code></pre>