Journal of Multimedia Processing and Technologies Glory S, Nelsonmandela S 16 2 2025 https://doi.org/10.6025/jmpt/2025/16/2/47-56 https://www.dline.info/jmpt/fulltext/v16n2/jmptv16n2_1.pdf This research explores the impact of visual merchandising elements on visitor engagement, satisfaction, and purchasing behavior in art galleries. Drawing upon the Servicescape Model and the Stimulus-Organism- Response (S-O-R) Model, the study integrates findings from a comprehensive literature review and qualitative analysis of semi-structured interviews and focus groups. Key visual merchandising elements, including lighting, layout, color schemes, signage, and interactive displays, are examined for their influence on visitor emotions and cognitive responses.