We introduce the idea of {\it shape parameters} to describe the shape of the
pencil of rays connecting an observer with a source lying on his past
lightcone. On the basis of these shape parameters, we discuss a setting of
image distortion in a generic (exact) spacetime, in the form of three {\it
distortion parameters}. The fundamental tool in our discussion is the use of
geodesic deviation fields along a null geodesic to study how source shapes are
propagated and distorted on the path to an observer. We illustrate this
non-perturbative treatment of image distortion in the case of lensing by a
Schwarzschild black hole. We conclude by showing that there is a
non-perturbative generalization of the use of Fermat's principle in lensing in
the thin-lens approximation.Comment: 22 pages, 6 figures, to appear in Phys. Rev. D (January 2001