Techniques for programmatically magnifying one or more visible content elements of at least one markup language document, so as to increase the display size of those visible content elements. A magnification facility may be configured to apply multiple different zoom techniques. The magnification facility may be configured to evaluate the markup language document(s) at a time that the document(s) are being processed for display to select which of the multiple different zoom techniques may be applied at a time to increase a display size of visible content elements relative to a default display size for those elements. The magnification facility may be incorporated within the markup language document(s) and executed by a viewing application that processes markup language documents. For example, the markup language document(s) may form a web page and the magnification facility may be implemented as scripting language code incorporated into the document(s) of the web page.