Coloring rules affect the color of the text in the cells. They cannot affect a cell's background color.
If coloring all the text in a row is not sufficient, perhaps using different column icons could satisfy the need? One icon for read, another for want to read, a third for who-knows-what. Adding a custom column, putting that column at the far left (column 1) then adding icons to that column would allow you to determine visually the state of the book. You don't even need to put any data into the custom column. Alternatively, add the icon to whatever left-most column you have, usually Title.
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