I looked into the first Lisbon referendum and why it failed with Ireland, and kind of surprised how many parallels there are with the Brexit. The main reason, why 40% voted against the Treaty of Lisbon, were because they didn't understand it. After the outcome of the Brexit and people only know trying to understand the function of the EU, we have a similar outcome, based on bad communication between the EU and the population of a country. Of course, you also have the lies on top, which get shared by many right-wings groups and newspapers, who just want to sell headlines, but the EU really needs to work on their reputation and transparency.
This is actually a big problem in modern politic in general. We're in a age of boundless information and still people seen to be less informed then ever. I guess, people simply believe they know anything, without actually knowing the real backgrounds. And everybody can build their own bubble, by just consuming the information, they want the world to look like.