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The brain constructs population codes to represent stimuli through widely distributed patterns of activity across neurons. An important figure of merit of population codes is how much information about the original stimulus can be decoded from them. Fisher information is widely used to quantify coding precision and specify optimal codes, because of its relationship to mean squared error (MSE) under certain assumptions. When neural firing is sparse, however, optimizing Fisher information can result in codes that are highly sub-optimal in terms of MSE. We find that this discrepancy arises from the non-local component of error not accounted for by the Fisher information. Using this insight, we construct optimal population codes by directly minimizing the MSE. We study the scaling properties of MSE with coding parameters, focusing on the tuning curve width. We find that the optimal tuning curve width for coding no longer scales as the inverse population size, and the quadratic scaling of precision with system size predicted by Fisher information alone no longer holds. However, superlinearity is still preserved with only a logarithmic slowdown. We derive analogous results for networks storing the memory of a stimulus through continuous attractor dynamics, and show that similar scaling properties optimize memory and representation.