Different colored verbatim?
 

Why is some talk yellow and other talk white? I'm in "Normal" chat. I don't see any "World Chat" or "Zone Chat" like I might have in other games. So why different colors?

Do you see the tabs above the chat box? Those are the different chats. And orange font = shouting with the command /s message.

k
 

So almost everyone is shouting all the time. Even when the talk is personal. Okay.

White = Someone near you is talking normally
Orange = Someone in the map is shouting everyone in the entire map can see it
Bright Green = Guild chat
Red = Academy Chat
Pink = Whisper
Dark Green = Someone is using a roar everyone on the entire server can see that message
Violet = A Game Moderator talking normally near you
Yellow = a Game Moderator is shouting in the current map you are in.