diff --git a/gamestonk_terminal/fundamental_analysis/market_watch_api.py b/gamestonk_terminal/fundamental_analysis/market_watch_api.py
index 2915af7c63e..795902841a8 100644
--- a/gamestonk_terminal/fundamental_analysis/market_watch_api.py
+++ b/gamestonk_terminal/fundamental_analysis/market_watch_api.py
@@ -2,7 +2,13 @@ import argparse
 import requests
 import pandas as pd
 from bs4 import BeautifulSoup
-from gamestonk_terminal.helper_funcs import get_user_agent, parse_known_args_and_warn
+from gamestonk_terminal.helper_funcs import (
+    get_user_agent,
+    parse_known_args_and_warn,
+    patch_pandas_text_adjustment,
+    financials_colored_values,
+)
+from gamestonk_terminal import feature_flags as gtff
 
 
 def income(l_args, s_ticker):
@@ -52,6 +58,13 @@ def income(l_args, s_ticker):
 
         df_financials = prepare_df_financials(url_financials, ns_parser.b_quarter)
 
+        if gtff.USE_COLOR:
+            df_financials = df_financials.applymap(financials_colored_values)
+
+            patch_pandas_text_adjustment()
+            pd.set_option("display.max_colwidth", None)
+            pd.set_option("display.max_rows", None)
+
         print(df_financials.to_string(index=False))
         print("")
 
@@ -120,6 +133,13 @@ def balance(l_args, s_ticker):
 
         df_financials = prepare_df_financials(url_financials, ns_parser.b_quarter)
 
+        if gtff.USE_COLOR:
+            df_financials = df_financials.applymap(financials_colored_values)
+
+            patch_pandas_text_adjustment()
+            pd.set_option("display.max_colwidth", None)
+            pd.set_option("display.max_rows", None)
+
         print(df_financials.to_string(index=False))
         print("")
 
@@ -181,6 +201,13 @@ def cash(l_args, s_ticker):
 
         df_financials = prepare_df_financials(url_financials, ns_parser.b_quarter)
 
+        if gtff.USE_COLOR:
+            df_financials = df_financials.applymap(financials_colored_values)
+
+            patch_pandas_text_adjustment()
+            pd.set_option("display.max_colwidth", None)
+            pd.set_option("display.max_rows", None)
+
         print(df_financials.to_string(index=False))
         print("")
 
diff --git a/gamestonk_terminal/helper_funcs.py b/gamestonk_terminal/helper_funcs.py
index 4dfae92c5a6..f94d2d5f3d8 100644
--- a/gamestonk_terminal/helper_funcs.py
+++ b/gamestonk_terminal/helper_funcs.py
@@ -310,6 +310,18 @@ def print_pretty_prediction(df_pred: pd.DataFrame, last_price: float):
         print(df_pred.to_string())
 
 
+def financials_colored_values(val: str) -> str:
+    if sum(c.isalpha() for c in val) < 2:
+        if "%" in val:
+            if "-" in val:
+                val = f"{Fore.RED}{val}{Style.RESET_ALL}"
+            else:
+                val = f"{Fore.GREEN}{val}{Style.RESET_ALL}"
+        elif "(" in val:
+            val = f"{Fore.RED}{val}{Style.RESET_ALL}"
+    return val
+
+
 def check_ohlc(type_ohlc: str) -> str:
     if bool(re.match("^[ohlca]+$", type_ohlc)):
         return type_ohlc