  At least 5 per cent of the massive stars are moving supersonically through
the interstellar medium (ISM) and are expected to produce a stellar wind bow
shock. We explore how the mass loss and space velocity of massive runaway stars
affect the morphology of their bow shocks. We run two-dimensional axisymmetric
hydrodynamical simulations following the evolution of the circumstellar medium
of these stars in the Galactic plane from the main sequence to the red
supergiant phase. We find that thermal conduction is an important process
governing the shape, size and structure of the bow shocks around hot stars, and
that they have an optical luminosity mainly produced by forbidden lines, e.g.
[OIII]. The Ha emission of the bow shocks around hot stars originates from near
their contact discontinuity. The H$\alpha$ emission of bow shocks around cool
stars originates from their forward shock, and is too faint to be observed for
the bow shocks that we simulate. The emission of optically-thin radiation
mainly comes from the shocked ISM material. All bow shock models are brighter
in the infrared, i.e. the infrared is the most appropriate waveband to search
for bow shocks. Our study suggests that the infrared emission comes from near
the contact discontinuity for bow shocks of hot stars and from the inner region
of shocked wind for bow shocks around cool stars. We predict that, in the
Galactic plane, the brightest, i.e. the most easily detectable bow shocks are
produced by high-mass stars moving with small space velocities.
