For the first rule,
Click "greater than", then in the value option box, click on the cell criteria you want it to be less than, than use the format drop-down to select your color.
For the second,
Click "less than", then in the value option box, type "=.9*" and then click the cell criteria, then use the formatting just like step 1.
For the third,
Same as the second, except your formula is =".8*" rather than .9.