\documentclass[12pt,a4paper]{article}
\usepackage{colortbl}
\begin{document}

\section*{colortbl -- columncolor}

%\begin{tabular}{c>{\columncolor[rgb]{.9,.6,.5}}c}
\begin{tabular}{c>{\columncolor{cyan}}cc}
 aaaa & bbbb & 123\\ 
 cccc & dddd & 456\\
 eeee & ffff & 789\\
\end{tabular}

\section*{colortb --- rowcolor}

\begin{tabular}{|l|c|}\hline
\rowcolor{green} Farbe & green \\\hline
\rowcolor{yellow} Farbe &yellow\\\hline
\rowcolor{magenta} Farbe &magenta\\\hline
\rowcolor{red} Farbe & red\\\hline
\rowcolor{cyan} Farbe &cyan\\\hline
\end{tabular}


\end{document}