You don't win referendums with emotional arguments.
The Brexit referendum was decided on emotion. There were no facts put forward by the Leave campaign as they didn't have any so they used fear as their trump card. The Remain campaign had to try and polish a turd and make out that the EU in it's current form is something that we should all want to be a part of.
When people think that things are going t*ts up then it's easier to persuade people to change the status quo rather than work within the establishment and make marginal changes that usually turn out to be hollow victories.
The Leave campaign just injected a few key words into the debate and the people filled in the blanks with their own fears, prejudices and hopes.
The over riding theme was immigration. People fed up of failed multiculturism even though voters failed to join up the dots and realise that creeping Islamification would not be affected by a Brexit. It's better to expel Poles and Hungarians who are "taking your jobs" than the muslim families where the women don't threaten your job because she's too busy claiming benefits for the rest of her life.
All of this against a backdrop of seeing thousands of migrants arrive illegally on the shores of Europe and the EU telling member countries that they HAVE to house them.