You can use Conditional Formatting, if you have Excel 2007 or 2010. Otherwise, you will have to use VBA.
The thing to keep in mind is that there are not a lot of shades of Red in Excel. I would think you would want the bright red to represent your most positive response as it really stands out.
I would also suggest using greens, yellows, light orange, orange and bright red for the 'spectrum' of 'Hate to Really Love'.
Try the following event handler and see what you think.
Copy the following code to the clipboard:
Private Sub Worksheet_Change(ByVal Target As Range)
Dim i, LastRow
LastRow = Range("H" & Rows.Count).End(xlUp).Row
For i = 1 To LastRow
Select Case UCase(Cells(i, "H").Value)
Case Is = "HATE"
Cells(i, "D").Interior.ColorIndex = 10
Case Is = "DISLIKE"
Cells(i, "D").Interior.ColorIndex = 43
Case Is = "SOMEWHAT DISLIKE"
Cells(i, "D").Interior.ColorIndex = 35
Case Is = "TAKE OR LEAVE"
Cells(i, "D").Interior.ColorIndex = 36
Case Is = "SOMEWHAT LIKE"
Cells(i, "D").Interior.ColorIndex = 6
Case Is = "LIKE"
Cells(i, "D").Interior.ColorIndex = 45
Case Is = "LOVE"
Cells(i, "D").Interior.ColorIndex = 46
Case Is = "REALLY LOVE"
Cells(i, "D").Interior.ColorIndex = 3
End Select
Next
End Sub
Select the appropriate worksheet and right click the sheet tab.
Select 'View Code'
Paste the code into the editing area to the right.
Close the VBE and return to the worksheet.
Select from the drop downs in column H and the fill color will be set in column D.
Note: Change the text values in the code to your drop down entries. Enter them in all caps as this takes 'case' of the drop down selections.