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Here is the tip for Outlook Calendars (2016 and up):

1. Is there a way to change the whole color of a particular appointment (NOT using categories)?
2. Yes – from the Calendar pick the View Ribbon, then View settings.

Then choose Conditional formatting.

Click Add and add your new condition, i.e., Birthday.

Click Condition, and choose from the options your “condition” for coloring that appointment.

Make sure you delete “Free” and “Busy” or your other calendar items will change color!

Example:

Thanks to Chad Conrow of Perkins Coie for this tip!