I think that was a big problem with the campaign. Neither side really presented useful information, both used a lot of scare tactics. The Remain camp pushed the negativity of leaving, but never actually said why it's a good reason to be in it beyond "bad things will happen" and the "if you vote leave you're racist and ignorant" - which doesn't exactly win you votes.
Neither side really tried explaining to the population how the EU democratic process works or how it relates to us as common citizens.
When it comes down to that, it seems to leave a lot of people with pretty much a "I don't feel I have control over any politicians, but if I vote leave, at least I'll only be stuck with the one group of annoying politicians not two."