When you place an @ selector (@a, @p, @r, @e, @s) preceded by a section sign (§) in a scoreboard command, it doesn't go through; however, if you use the same format in a title command it does. Examples:

/scoreboard players add §2@a[tag=one] hi 10 [doesn't function.]

but, this does:

/title @a title §2@a[tag=one] §fwins! [command works, color and all.]

In Screenshot 3, the correct syntax doesn't work, but it can in Screenshot 4.