Row Properties will allow you to customize things like the background color, background image, etc., within a row.
To edit a row's properties, click on the area to the left or right around a row that has been added to your template or marketing piece:
Once you have selected your 'row', you will find ROW PROPERTIES appear along the right:
Row background color: This will allow you to adjust the background color of the full row, stretching to the widths of the row.
Content background color: This will allow you to adjust the background color restricted to the content area. To help visualize this better, please feel free to apply a different color to the row and content to see each area that will be affected.