In other scenarios, you can click the Values context menu and select Colorize.
For instance, if you create a chart that's trellised by multiple measures, you can colorize the values to display each chart in a different color:
Once Colorize is enabled, each subsequently added measure will also be colorized. You can remove a measure from the Color zone to de-colorize it (red highlight).
You can also access enable Auto-Colorize function from the Design ribbon; in this case, each measure added to the query will be automatically colorized.
If Auto-Colorize is enabled after the measures have been added, they will be colorized only when a change is made to the Values zone; for example, by adding or removing a measure.
In this example, Auto-Colorize was enabled (red arrow) after Sales, Cost, and Net Profit were added to the query, so the columns in the grid are not colorized.
But now, after Overhead was added to the query (red arrow), each column was automatically colorized (green highlight):