Json

Minecraft allows you to create more advanced messages using Json you can use a json text generator like this one here

To use json in a message all you have to do is put [JSON] at the start of the message 

 

Example: 

"[JSON]["",{"text":"Example ","color":"dark_red"},{"text":"message ","color":"#E124E1"},{"text":"with ","color":"dark_gray"},{"text":"hover ","color":"gold","hoverEvent":{"action":"show_text","contents":"Hover text!"}},{"text":"text","color":"red"}]"