You can find color coding settings in Window->Preferences. I'm using CFB2, so I'm not sure exactly what the path is to the CF color coding settings on CFB1, but you should be able to track it down from there. On mine its:
Sorry for not being precise. I am using ColdFusion Builder 2.0.1 Beta.
I have been in the Colors menu and fiddled with everything I could think of, but I was not able to change the color of the hash tags (on their own, the hash tags in the attributes are nice deep blue).