The below code shows how to use SAS's proc report to display alternating colored rows and to have the header and 1st column have matching colors. This is all accomplished using ODS style attributes.
ods html body = "x.html" style=sasweb ;
proc report
data = sashelp.class
nowd
style( header ) = [ background = red ]
;
where age > 14 ;
column name sex age height weight ;
compute name ;
count + 1 ;
if mod( count, 2 ) then
call define( _row_, 'style', 'style=[background = cxd9d9d9]' ) ;
else call define( _row_, 'style', 'style=[background = cxe9f3ff]' ) ;
call define( _col_, 'style', 'style = [ foreground = white background = red]' ) ;
endcomp ;
run ;
ods html close ;