jQuery Grid Plugin - jqGrid

I'm using jqgrid 3.7.2, I'd like to do a few things.

1. change row,cell color by cell values
i've tried setCell on one cell, example
 jQuery('#list').setCell('1','1','',{'background-color': 'red'});

then I simply tried addclass
jQuery('#list tr').addClass("oddrow");

Non of these worked or came up with an error.

2. perhaps add images to cells

Does anyone know if images can be placed into cells?

Any insight would be helpful.

3. Is it possible to add classes to rows cells based on data

How would one do this?