An object is zoomed upon selection. A scaling factor is calculated for zooming the object based on current viewing properties of a document and properties of the object as well as the current size of the application window and device. The scaling factor to zoom the object is calculated such that after the object is zoomed, viewing the object is similar to a viewing experience for the rest of the document. Text of the document may be displayed to increase the readability of the document. For example, the text may be displayed such that each line of displayed text averages out to a predetermined number of characters (e.g. 50-75 characters) per line. A display size and width of an average character are determined and used to calculate how many columns of text to display within the display. When the zoom level of the text changes, the text is redisplayed.