A bitmap of a shape, such as a font, can be subpixel optimized by producing for each of a display's subpixels a coverage value representing the percent of its area covered by the shape being represented and by distributing, to prevent color imbalance, an amount of a given subpixel's coverage value to nearby subpixels of different colors as a function of the percent of the given subpixel's coverage value that causes color imbalance. Web pages can be displayed with scaled-down and subpixel optimized images. A given layout of a Web page can be displayed at each of at least two different selected scale factors, with the font bitmaps used to represent characters in the display at each scale factor having their shape and pixel alignment selected to improve readability for the particular pixel size at which they are displayed at each such scale factor.