Conditionally format a cell based on its value, which is the result of a formula action

All the stuff that I have found regarding conditional formatting seems to focus on setting the format of one cell based on a cell in the same row in another column, or if it is setting the format of a cell 'directly' so to say, the cell value appears to need to be a literal, rather than a formula result.

I have a small block of cells in I2:K13 in the attached spreadsheet, the contents of which are 'calculated' via a formula. There is a slightly different formula for each column as the 2nd column checks to see if a 'non-error' value has already been found in column 1, and 3 checks 2.

Basically when a word in column H is not found in the relevant list in column C (for column I), then column D (for column J) and finally column E (for column K), I set the value of that cell in column I, J or K, as appropriate, to read "No Picture Yet".

I now want to conditionally format the cells in I2:K13 to set the font color to White if the value is "No Picture Yet".

I followed what I thought was a relevant set of instructions and the conditional format that I have created is in the attached, but, as you can see it is not working.

With thanks in anticipation

Philip
Bendigo, Victoria
Australia

Thank you JieJenn and Pepe. Those quotes are a trap, eh.