We propose and demonstrate the use of phase images for holographic data storage. Use of phase images as input leads to uniform diffraction efficiency of multiplexed data pages. Use of binary phase-based data pages with 0 and π phase changes produces uniform spectral distribution at the Fourier plane. This in turn facilitates better recording of higher spatial frequencies. We experimentally demonstrate a phase-based holographic data storage system using shift multiplexing in a Fe:LiNbO3 crystal, and use it for associative retrieval. Preliminary studies indicate high discrimination capabilities of phase-based holographic data storage system over the amplitude-based system in a content-addressable memory. © 2004 Elsevier Ltd. All rights reserved.